Client Orientation as a Form of Spiritual Needs of Personnel in Labor
Client Orientation as a Form of Spiritual Needs of Personnel in Labor
Irina Kotlyarevskaya , Evgeniya Yazovskikh Ural Federal University, Ekaterinburg, Russia
The paper considers some grounds of the inside organization marketing concept as a management system that is aimed at meeting the needs of the company’s personnel in labor. These needs are based on three levels [physiological (highest), social (middle), and spiritual (lowest)] and each level has its own revolutionizing forms of the development of needs in labor (abstract, wants, and demand). Having analyzed a great deal of research materials concerning employees’ motivation at Russian enterprises, a native higher educational establishment Ural Federal University named after the first President of Russia B. N. Yeltsin was one of them, it can be concluded that this research does not reflect an estimation degree of meeting employees’ needs in labor. Moreover, there is no motivation of client orientation in them that is considered as a form of spiritual needs of employees in labor. The essence of this form is determined by some objective and subjective factors.
Keywords: needs in labor, employees’ motivation, client orientation marketing, consumer’s behavior
Specialists’ attention to the phenomenon of client orientation has increased due to including another element in marketing mix personnel. Marketing is said to become a zone of responsibility of all the company’s personnel rather than narrow specialists.
Research on this topic is constantly conducted and is published in both the internet and journals. However, marketers’ opinions on the essence of the phenomenon of client orientation are different. The definition of client orientation varies. On the one hand, it means relations, process, and instrument, but on the other hand, it implies result, index, and business strategy. These differences in notions do not develop a marketing theory, namely a paradigm of relations, they just impede effective application of client orientation in practice.
The main goal of this paper is to interpret client orientation in the system of inside organization marketing aimed at meeting personnel’s needs in labor, which are developed in different forms including the form of client orientation.
The structure of this research is the following: Firstly, it is methodology of research of inside organization
Corresponding author: Irina Kotlyarevskaya, Ph.D. in economic sciences, professor, Head of Marketing Department, Ural Federal University named after the first President of Russia B. N. Yeltsin; research fields: marketing, strategic marketing, methodology of managing marketing in Russia, network of business, modern problems of management and marketing, marketing analysis, marketing in innovations, and client orientation. E-mail: [email protected].
Evgeniya Yazovskikh, Ph.D. candidate in economic sciences, associate professor, Marketing Department, Ural Federal University named after the first President of Russia B. N. Yeltsin; research fields: theory of organization, organizational behavior, management, marketing (client orientation), entrepreneurship, competition, and state regulation of business. E-mail: [email protected].
CLIENT ORIENTATION AS A FORM OF SPIRITUAL NEEDS OF PERSONNEL IN LABOR marketing aimed at meeting personnel’s needs in labor at three levels of its development and client orientation
as a form of spiritual needs of personnel in labor; secondly, it is the analysis of secondary data concerning motivation of employees at Russian enterprises that include the formation of their client orientation.