The Impact of Internal Marketing on Employee Satisfaction

Internal marketing is gaining prominence and becoming one of the key strategies and competitive advantages. The author of the diploma thesis focused on internal marketing activities in companies and organisations in relation to their impact on employees. The research part of the thesis thus consists of a quantitative part, represented by a survey amongst A1 employees and its analysis, and a qualitative part, represented by interviews with A1 employees, which enabled an in-depth understanding of the survey analysis findings. Internal communication proved to be the most important internal marketing tool, taking place through various tools with mutual complementarity in the reach, purpose and objective of communication. The author investigated the extent to which internal marketing influences daily task performance, identification with the company and organisational culture.

Problem

Internal marketing is gaining prominence and becoming one of the key strategies and competitive advantages. The author of the diploma thesis focused on internal marketing activities in companies and organisations in relation to their impact on employees. The basic idea of the thesis is the positive correlation between internal marketing and employee satisfaction, which is reflected at all levels of employee activity, their rights and obligations.

Given the basic idea of internal marketing as being about the company's first customer, the employee, it is clear that without quality marketing, the company cannot satisfactorily fulfil its role in the market. The author described the key characteristics and operating principles and illustrated the theory of the mutual influence of internal marketing and employee satisfaction using the example of the company where she is employed, A1 Slovenija. Due to the excellent integration of internal marketing at A1, many sources with data for analysing employee satisfaction were available.

Solution and Method

The research part of the thesis thus consists of a quantitative part, represented by a survey amongst A1 employees and its analysis, and a qualitative part, represented by interviews with A1 employees, which enabled an in-depth understanding of the survey analysis findings.

Results

Internal communication proved to be the most important internal marketing tool, taking place through various tools with mutual complementarity in the reach, purpose and objective of communication. The author investigated the extent to which internal marketing influences daily task performance, identification with the company and organisational culture. The synthesis of all these factors provides us with an answer about actual satisfaction.

The satisfaction measurement analysis showed that absolutely all factors must be taken into account, whereby the satisfaction determination method helped the author. Employee satisfaction focuses primarily on meeting needs and expectations. Since the thesis highlighted the importance of the company's relationship with employees as the company's first customers, the focus was primarily on extracting the most important tools for achieving this satisfaction.