Employees once getting recruited in an organization, it is important for them to retain within an organization. In public sector, the selection of employees is done through tough process, where assessment of their skills and ability is carried out. However, several factors like lack of job opportunities, increment in income, failed negotiation of government with banks and improper recruitment affects the overall performance of the company. On the other hand, Indian bank faced a major issue that is reducing of government stake to a significant number. Another issue is that government is planning to merge few weak and small sized PSUs like BOM, United Bank of India, Vijaya Bank into strong/big sized banks like PNB, BOB, BOI, UBI. This results in employee strike which furthermore leads to poor satisfaction. Lastly, effective recruitment results in greater employee retention that enhances the chances for internal training or job positing. This provides the sense of job security which on the other hand refers to job satisfaction among employees.
This research study shows that internal marketing can motivate the employees to perform better which furthermore results in job satisfaction in them.
Internal marketing shows how an organization relies on other
employees and teams so that they can perform better for the company. The better organization presents their goals and objective to the employees, the greater will be transparency which will lead to the job satisfaction among them. Moreover, the number of middle level employee is greater than those, who are in higher designation and thus it is important to satisfy their needs in order to retain them in organization. Bank employees also get low wages compares to the work they are serving for the organization. Some smaller public sector banks face technological challenges and poor performance that results in merging of such banks with strong/big sized banks. So, these factors need to be addressed to increase the satisfaction among employees.
Thus the aim of the research is to find the impact of internal marketing on the middle level employee’s job satisfaction in an organization.
The data for finding the impact of internal marketing on employee’s satisfaction will be through employee survey in State bank of India. A questionnaire will be formulated based on the demographic question, internal marketing, job satisfaction and organization’s performance.
Literature review: Keywords used for literature search Internal Marketing, Empowerment, Government Recognition, Bank Stike Job satisfaction, Market Orientation, Financial Motivation, Organizational Effectiveness, Organizational Capabilities, Commercial Banks
Al-Hawary, S.I., Al-Qudah, K.A., Abutayeh, P.M., Abutayeh, S.M. and Al-Zyadat, D.Y., 2013. The impact of internal marketing on employee’s job satisfaction of commercial banks in Jordan. Interdisciplinary Journal of Contemporary Research in Business, 4(9), pp.811-826.
Keelson, S.A., 2014. The moderating role of organizational capabilities and internal marketing in market orientation and business success.
Manzoor, Q.A., 2012. Impact of employees motivation on organizational effectiveness. Business management and strategy, 3(1), p.1.
Winston, W. and Cahill, D.J., 2012. Internal marketing: Your company's next stage of growth. Routledge.
Wong, C.A. and Laschinger, H.K., 2013. Authentic leadership, performance, and job satisfaction: the mediating role of empowerment. Journal of advanced nursing, 69(4), pp.947-959.
Yücel, ?., 2012. Examining the relationships among job satisfaction, organizational commitment, and turnover intention: An empirical study. International Journal of Business and Management, 7(20), p.44.