EXPLORING THE LINK BETWEEN INTERNAL MARKETING AND EMPLOYEE JOB SATISFACTION: EVIDENCE FROM HIGHER EDUCATION IN PAKISTAN

Abstract

Employee satisfaction and retention play a pivotal role in organizational success, particularly in service sectors, where the costs associated with recruiting, training, and learning are substantial. This paper delves into the critical issue of quality employees and their impact on organizational dynamics. High turnover rates among quality employees not only strain an organization's resources but also have detrimental effects on employee job satisfaction. This paper draws on a comprehensive review of the literature to highlight the interconnectedness of employee satisfaction, customer satisfaction, and internal marketing practices.

One fundamental premise explored in this paper is the causal relationship between employee satisfaction and customer satisfaction. Jeon and Choi (2012) established this connection in a developmental study, demonstrating that contented employees are more likely to foster satisfied customers. This linkage underscores the importance of nurturing a positive work environment and fostering employee satisfaction as a strategic initiative for organizations.

Additionally, this paper delves into the concept of internal marketing, as advocated by George (1997) and substantiated by Varey and Lewis (2000). Internal marketing posits that to ensure customer satisfaction, an organization must first prioritize the satisfaction of its employees. This approach goes beyond traditional marketing strategies and emphasizes the importance of employees as internal customers. The paper discusses how internal marketing practices can enhance employee creativity, innovation, and overall performance.

Furthermore, the paper explores the multifaceted benefits of introducing internal marketing practices in organizations. Beyond bolstering employee satisfaction, these practices can have a profound impact on employee commitment. When employees feel valued and engaged, they are more likely to exhibit greater dedication to delivering exceptional services. This not only elevates organizational performance but also fosters a culture of excellence.

In conclusion, this paper underscores the pivotal role of employee satisfaction in organizational success, particularly in service sectors. High-quality employees are a valuable asset, and their retention is crucial for minimizing recruitment and training costs. Moreover, employee satisfaction has a direct and profound impact on customer satisfaction, emphasizing the need for organizations to prioritize the well-being and engagement of their workforce. The adoption of internal marketing practices is proposed as a strategic approach to achieving these objectives, fostering employee creativity, innovation, and commitment, ultimately leading to improved organizational performance.