Quality Management and internal marketing as competitive factors for services enterprises: The cases of service basque enterprises with avant-garde management

Abstract

In this paper, we explain and partially proof (with the analysis of some cases of Basque companies), that for the services companies, the quality and more especifically, the management of quality based on the principles of the philosophy of Total Quality Management, and gathered in models as EFQM of excellence, is the essential way of differentiation, competitiveness and getting customers loyalty. The Total Quality Management also shows the essential paper that in the competitiveness of the services companies has Internal Marketing.

Keywords

• Services Marketing
• Internal Marketing
• Total Quality Management
• EFQM excelence model