Enhancing Employee Engagement Through Internal Marketing: A Case Study of Higher Education Administrative Staff’s Perceptions and Experiences

Evdoxia Kyriacou (), Ioanna Papasolomou () and Anna Zarkada ()
Additional contact information
Evdoxia Kyriacou: University of Limassol
Ioanna Papasolomou: University of Nicosia
Anna Zarkada: Cyprus University of Technology

Chapter 7 in The Expanding Horizons of Business and Management, Volume I, 2026, pp 145-168 from Palgrave Macmillan

Abstract: Abstract In the context of rapid technological change and evolving expectations, Higher Education Institutions (HEIs) face increasing pressure to enhance performance by investing in their internal human capital. Internal Marketing (IM) has emerged as a strategic approach to fostering positive employee outcomes, including engagement, satisfaction, and commitment. This study employs a qualitative case study design to explore how IM strategies influence employee engagement (EE) among administrative staff in a Cypriot HEI. Fifteen semi-structured interviews were conducted across multiple hierarchical tiers, capturing employees’ lived experiences and perspectives. Transcripts were analyzed thematically, revealing that transparent communication, meaningful recognition, inter-functional coordination, empowerment, autonomy, and inclusion in decision-making act as key drivers of engagement, enhancing commitment while mitigating emotional fatigue. The findings highlight the importance of employee-centered marketing that engages staff as strategic partners in value creation and organizational alignment.

Keywords: technological advancement; Perceived Value; motivation; Rotation; Empowerment; leadership; Inter-functional collaboration; Internal communication; transparency; inclusive; Employee Engagement; Job Satisfaction; commitment; Employee loyalty; Employee Engagement; value; recognition (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-032-26496-1_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9783032264961

DOI: 10.1007/978-3-032-26496-1_7

Access Statistics for this chapter

More chapters in Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().