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A Demonstrable Correlation Study of Internal Marketing and Employee Job Satisfaction

Author: ChenXiaoMan
Tutor: ChenHaiQuan
School: Jinan University
Course: Business management
Keywords: Multinational courier companies UPS FedEx Internal marketing Job Satisfaction
CLC: F272
Type: Master's thesis
Year: 2009
Downloads: 656
Quote: 3
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Abstract


The competition of modern enterprises can be said that the competition for talent. Only retain good employees, companies can keep their core competitiveness, thus achieving the company's development. For the service sector, especially high-tech, high teamwork express logistics industry, the quality of the staff is the lifeblood of the enterprise. To improve the quality of internal marketing to improve employee satisfaction through the implementation of internal marketing to improve external customer satisfaction, improve employee satisfaction, and to adapt to changes in the external environment, is to ensure that enterprises realized profits of the key factors. In this paper, empirical methods from a marketing perspective to explore internal marketing actions affect employee job satisfaction, for the case of local enterprises and domestic logistics enterprises in the use of internal marketing ideas and methods to carry out to improve enterprise management level, reduce staff turnover, improve customer satisfaction, and provide a reference implementation of internal marketing strategy. Recalling the extensive literature review on the basis of internal marketing and employee satisfaction research as a starting point, select the UPS and FedEx two multinational courier companies in China as the research object, through its internal marketing staff of success and satisfaction of the impact of qualitative and quantitative research, analyze different personal characteristics variables and the nature of the work variables on the satisfaction of internal marketing, summed up the case within the enterprise marketing behavior be increased. The empirical results show that: first, UPS and FedEx, two multinational courier companies internal marketing and employee satisfaction was significantly positively correlated. Different personal characteristics variables satisfaction of internal marketing: the greater the age, the lower employee satisfaction; education a high degree of employee satisfaction is lower than the low level of education staff; short work life employee satisfaction than work long service life of employees; higher the higher the position the employee satisfaction. Different nature of work of internal marketing satisfaction: front-line employee satisfaction is higher than the second-tier employees, sales staff satisfaction than non-sales staff, indoor sales satisfaction is lower than the internal marketing of outdoor sales. The third, two in the the multinational courier internal marketing \salaries and benefits \

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