Abstract

A new review of telecommunication business in modern economic environment indicates that there is no existence without accepting modern marketing approach. There must be a strong focus on the organizational design, which create an internal environment that is supportive to the empowerment of customer centred employees. The goal of the research consisted in the identification of the internal factors for which it was assumed that they had a relevant impact on employess skills in customers services. The ground research of this study comprised a sample of the epmloyees from all customer services of “Telecom Serbia” in Srem province of Serbia. The basic assumption was that there exist a correlation between internal marketing and employess skills, and this study has proved it. The scientific information from this article could be interesting for domestic telecomuncations companys and their management and all services organizations.

Key words: Internal marketing, customer service, employee development, customer relationship management.