Research on the Influence of Internal Marketing on the Behavior of New Generation of Knowledge Workers —Intermediary Role of Employee Loyalty

Deng Qi
Additional contact information
Deng Qi: School of Economic and Management, East China Jiaotong University, Jiangxi, Nanchang 330013, China

Noble International Journal of Business and Management Research, 2018, vol. 2, issue 8, 61-69

Abstract: From the perspective of internal marketing theory, this paper introduces the intermediary role of employee loyalty and discusses the mechanism of internal marketing on the new generation of knowledge workers’ voice behavior. Through the investigation of 258 new generation knowledge workers, the related analysis and cross-level regression analysis were used to test the impact of internal marketing on the new generation of knowledge workers’ voice behavior. The results show that after controlling demographic variables, internal marketing (organizational expectation, organizational communication, training development) has a significant positive impact on the new generation of knowledge workers’ voice behavior; Employee loyalty plays a partial intermediary role between internal marketing and voice behavior. In addition, the research results also show that the voice behavior is influenced by the gender and post level. And the post level significantly positively affects the new generation of knowledge workers’ voice behavior.

Keywords: Internal Marketing; Employee’s Loyalty; Voice Behavior; New Generation; Knowledgeable Workers (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.napublisher.org/pdf-files/NIJBMR-509-61-69.pdf (application/pdf)
https://www.napublisher.org/?ic=journal&journal=8&month=08-2018&issue=8&volume=2 (text/html)

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:nap:nijbmr:2018:p:61-69

Access Statistics for this article

Noble International Journal of Business and Management Research is currently edited by Dr. Pratap Chandra Mandal

More articles in Noble International Journal of Business and Management Research from Noble Academic Publsiher Flat 290 B N Block Model Town, Lahore, Punjab, Pakistan.
Bibliographic data for series maintained by Managing Editor ( this e-mail address is bad, please contact ).