Journal of Marketing Management

Impact of Internal Marketing on Employee Job Satisfaction: An Investigation of Higher Education Institutes of Pakistan
Ms. Javeria Shabbir, Dr. Rashid A. Salaria

Abstract
Quality employee’s issue has received much attention in organizations due to high costs associated with them especially in services sectors. Internal marketing (IM) enhances the success of the marketing practices internally towards achievement of objectives. The satisfaction and retention of quality employees is an essential component of organizational success. Hence, the purpose of this study is to examine the impact of IM on employee job satisfaction (EJS) especially in higher education institutions. Data were collected from 116 professional from Business Universities of Pakistan through questionnaire based surveys to investigate the impact of (IM) on EJS for the individual’s. The analysis involved linear multiple Regression and mean values. The results show that, overall IM practice has positive influence on EJS. This is the first study to examine the IM practices on EJS in Businesses Universities of Pakistan. The study contributes for both academicians and practitioners.

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