RETENTION AND INTERNAL MARKETING: AN ANALYSIS ON THE BANKING SECTOR

Ruxandra-Irina Popescu (), Oana-Matilda Sabie () and Marian Iulian Truè˜cä‚ ()
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Ruxandra-Irina Popescu: Bucharest University of Economic Studies, Romania
Oana-Matilda Sabie: Bucharest University of Economic Studies, Romania
Marian Iulian Truè˜cä‚: Bucharest University of Economic Studies, Romania

Proceedings of Administration and Public Management International Conference, 2022, vol. 18, issue 1, 39-50

Abstract: Modern, flexible, and efficient organizations must pay more attention to the concept of internal marketing. Through the dimensions of this tool, managers can understand what makes their own employees motivated, happy to work in that environment, to provide quality services to external customers and to increase employee retention. In most cases it is expected that a satisfied employee will deliver better services and will be more aware of his role in the organizational ecosystem. In this sense, this paper aims to investigate the relationship between retention and internal marketing in the banking sector in Romania. As banking organizations operate in a dynamic and competitive business environment, they need to develop strategies to attract and retain a talented workforce. The novelty of the study is highlighted by the fact that, currently, there is no such quantitative research in Romania, with the target group being employees of the banking sector. Therefore, such a topic is important not only for this field, but also for other industries and for the future research.

Keywords: retention; internal marketing; banking sector. (search for similar items in EconPapers)
Date: 2022
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