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Review of Internal Marketing Practices: Conceptual Exploration to Employee Development and Institutional Excellence


Affiliations
1 Research Scholar, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar – 125 001, Haryana, India
2 Professor, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar –125 001, Haryana, India
     

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This paper aims to have a glance at the Internal Marketing facilities given to the employees in various organizations and secondly to discuss whether the employees are satisfied by these facilities. Internal Marketing is based on the predetermined belief that employees are the foremost customers of the organization. Adopting Internal Marketing practices like internal communication, employee development, empowerment help to induce job satisfaction, job involvement as well as organizational commitment in the internal customers of the organizations. In the absence of empirical work linking Internal Marketing facilities and employees’ work attitude, conceptual work on literature review is carried out. It was indicated that Internal Marketing can affect employees’ work attitudes.


Keywords

Employee Development, Employees’s Work Attitude, Empowerment, Internal Communication, Internal Marketing, Job Involvement, Job Satisfaction, Organizational Commitment
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  • Review of Internal Marketing Practices: Conceptual Exploration to Employee Development and Institutional Excellence

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Authors

Yogita Luthra
Research Scholar, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar – 125 001, Haryana, India
B. K. Punia
Professor, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar –125 001, Haryana, India

Abstract


This paper aims to have a glance at the Internal Marketing facilities given to the employees in various organizations and secondly to discuss whether the employees are satisfied by these facilities. Internal Marketing is based on the predetermined belief that employees are the foremost customers of the organization. Adopting Internal Marketing practices like internal communication, employee development, empowerment help to induce job satisfaction, job involvement as well as organizational commitment in the internal customers of the organizations. In the absence of empirical work linking Internal Marketing facilities and employees’ work attitude, conceptual work on literature review is carried out. It was indicated that Internal Marketing can affect employees’ work attitudes.


Keywords


Employee Development, Employees’s Work Attitude, Empowerment, Internal Communication, Internal Marketing, Job Involvement, Job Satisfaction, Organizational Commitment

References





DOI: https://doi.org/10.15410/aijm%2F2021%2Fv10i2%2F166183