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INFLUENCE OF INTERNAL MARKETING TO RETAIN STAFF IN BANK
Vasilyev Dmitriy Igorevich
Kuban State University
master of the department of business economics, regional and human resource management
Kuban State University
master of the department of business economics, regional and human resource management
Abstract
This article is devoted to importance of use of technology of so-called internal marketing. In the theory internal marketing has to be similar to external marketing that is relationship with personnel has to be based on the same principles, as with clients: the bank provides a product - a position which means duties and the rights, and the employee, buying a product, has to pay it with the work. This approach is used for motivation, coordination and integration of employees to achievement of strategic objectives of bank. Internal marketing is very important in service trade where the only way of advance of business is through personnel. Relevance of a research is obvious as in many banks the high fluidity of personnel, dissatisfaction with work of employees is observed. Literature, the monographs of scientists regarding internal marketing, the theory of motivation is investigated. The special questionnaire was developed for collecting and the analysis of these 18 employees of three banks whose branches are located to Krasnodar. Results of a research showed that internal communications, career development and material motivation exert positive impact on decrease in fluidity of personnel. Results of a research will help the management of many banks to accept the corresponding policy.
Keywords: career development, internal communication, internal marketing, motivation, staff turnover
Article reference:
Influence of internal marketing to retain staff in bank // Economics and innovations management. 2016. № 12 [Electronic journal]. URL: https://ekonomika.snauka.ru/en/2016/12/12962
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