The Impact of Internal Marketing on the Employee’s Retention in Sialkot Industries

Jabbar Ali, Mirza Ashfaq Ahmed, Muhammad Shaharyar, Muhammad Haseeb and Rashid Zahoor

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 9, 478-489

Abstract: This research investigates the effect of internal marketing on the employee retention in manufacturing industry of District Sialkot, Pakistan. Marketing can be divided into two broad categories, internal marketing and external marketing. According to internal marketing concept, employees are considered as internal customers of organization and jobs are considered as internal products that satisfy needs and wants of internal customers while addressing the objectives of the firm. Internal marketing is very important in manufacturing industry where the manufacturing depends on the employees. This study is derived from the literature that provides the basis for the study. A questionnaire which includes 24 was designed to collect the data from 22 industries of district Sialkot. The results of this research showed that the internal marketing: motivation, empowerment and internal communication has strong impact on employee’s retention. Therefore if the manufacturing industries want to retain their employees for the longer period, it is recommended that appropriate attention should be given to internal marketing.

Keywords: Internal marketing; Manufacturing industry; Employee retention; Motivation; Empowerment; Internal communication (search for similar items in EconPapers)
Date: 2014
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