Truck driver turnover: an internal marketing perspective

Abstract

Carriers and industry analysts agree that driver turnover is the largest problem facingthe industry today. Truck drivers regularly move from one trucking company to another or they change to careers out of the industry. Opinions for high driver turnover are diverse, such as long hours and extended time away from home, poor advancement opportunities, a lack of respect, and old/uncomfortable equipment. In this article the authors examine the truck driver turnover problem from an internal marketing perspective. Membership, socialization, identity, structural, interpersonal, and environmental issues are examined as primary influences on desired quality of truck driver employment. Suggestions are made concerning the implementation of an internal marketing strategy that in the long run might significantlv enhance driver retention.