Role of Internal Marketing for Engaging Employees to Bring Sustainability in the Organizations: Evidence from Telecom Sector of Pakistan

Abstract

The aim of an organization is on how to increase the performance of their employees. This is because when a firm experiences an increase in their employee performance, such a firm can expand their productivity and satisfy their external customers. For an organization's employee performance to be improved, internal marketing variables must be properly assessed by management. In this regard, this study was carried out to assess the effect of internal marketing on employee performance in insurance industry in Nigeria. The researchers adopted a survey research design in the study.. The population included the employees of Anchor Insurance Company in Uyo and a sample size of 34 employees was studied. The internal marketing variables (independent variables) considered in the study were Motivation and Promotion. The dependent variable was Employee Performance. The descriptive statistic, simple linear regression model, correlation matrix, VIF, t-statistic (t-stat), F-ratio and P-value were used to analyze the data and test the hypotheses at 5% level of significance. From the analysis, Motivation and Promotion indicated a positive and significant effect on EP (P-value<0.05). The major findings revealed that internal marketing has a positive and significant effect on employee performance. That is, treating employees as the first market and focusing on their needs will lead to higher performance of employee. It was concluded that internal marketing has a positive and significant effect on employee performance in Insurance Industry. In line with this, it was recommended that the company should focus on meeting the needs and wants of their employee by using these internal marketing variables to increase their performance.