Understanding Employee

Engagement In The
Workplace Through Internal
Marketing
Group members:
Mohit (156),
Vaibhav (183),
Vinoth (185),
Yugandhar (186),
Swati (366),
Shirley (368)
 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Executive Summary Motivation and

Executive Summary
This project aims to find the effect of internal marketing on Relevance
employee engagement through quantitative analysis of data
collected through survey method. We did many literature
reviews and found out that there are three factors that
determine employee engagement and 3 other factors that Research Question & Research Carried
determine internal marketing. We have borrowed the 15 item Objectives of the out/Literature
study Review
scales to measure internal marketing from a research paper
authored by Foreman and Money and the 9 item scales to
measure employee engagement from the work of Schaufeli et al
and collected the data based on a 7 point Likert scale. We did Research Methodology-
regression to find the relation between internal marketing Quantitative methods, Findings-Data
Hypothesis, Variables, Analysis and
and employee engagement and found out the results for the Methods for data Interpretation
collection
whole sample and also segmented samples based on industry
and work experience. We found that with increase in work
experience the correlation between IM & EE increases and
also in manufacturing industry there is a higher relation
Recommendations/D
between IM & EE. iscussions

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 RESEARCH QUESTION
RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY MOTIVATION AND RELEVANCE AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
METHODOLOGY INTERPRETATION
THE STUDY

Motivation and Relevance Lower productivity

and profits
Workplace engagement

Engaged
Employe
es
13%

Disengaged
Employees
87%
Organization's and Disengaged
Manager’s Employee
Dissatisfied
Employee
3
03-11-2019
 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Objectives of the Study

• To study and understand various
aspects of internal marketing and
Research Question employee engagement.
What is the nature and degree of • To determine the impact of internal
relation between internal marketing marketing on employee engagement
and employee engagement in both in manufacturing and service
the manufacturing and service industries.
industries? • To understand the effect of individual
factors of internal marketing on
employee engagement.
• To provide suggestions and
recommendations based on the study.

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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Literature Review
• Eddy Balemba Kanyurhi, Déogratias Bugandwa Mungu Akonkwa, (2016) "Internal marketing, employee job
satisfaction, and perceived organizational performance in microfinance institutions", International Journal of
Bank Marketing, Vol. 34 Issue: 5, pp.773-796, https://doi.org/10.1108/IJBM-06-2015-0083
• Wilmar B. Schaufeli, Arnold B. Bakker, Marisa Salanova, (2006) “The Measurement of Work Engagement with a
Short Questionnaire”, Educational and Psychological Measurement, Volume 66 Number 4, pp. 701-716
• Mohammed Rafiq, Pervaiz K. Ahmed, (2000) "Advances in the internal marketing concept: definition, synthesis
and extension", Journal of Services Marketing, Vol. 14 Issue: 6, pp.449-462,
https://doi.org/10.1108/08876040010347589
• Richard J. Varey, Barbara R. Lewis, (1999) "A broadened conception of internal marketing", European Journal of
Marketing, Vol. 33 Issue: 9/10, pp.926-944, https://doi.org/10.1108/03090569910285869
• Wilmar B. Schaufeli, Marisa Salanova, Vicente Gonzalez-Roma, Arnold B. Bakker, (2002) “The measurement of
engagement and Burnout: A two sample confirmatory factor analytic approach”, Journal of Happiness Studies,
pp. 71-92
• Susan K. Foreman, Arthur H. Money, (1995) “Internal Marketing: Concepts, Measurement and Application”,
Journal of Marketing Management” Vol. 11, pp. 755-768

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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Research Methodology
Survey

Probability Analysis
Sampling

Population

Internal Employee
Marketing Engagement

Vision Vigor
15 items 9 items
Scored on 7-point Scored on 7-point
frequency scale Development frequency scale Dedication
1 – never 1 – never
7 - always 7 - always
Reward Absorption
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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Research Methodology
Hypothesis: Quantitative
There is statistically significant
effect of the application of internal
Variables for evaluation:
marketing on employee
engagement in the manufacturing
and services sector.
Internal Marketing Employee Engagement
Relation
Method For Data Collection:
We have used the Survey Method
for data collection. The • Vision • Vigour
questionnaire is based on a • Development • Dedication
scale developed by Schaufeli et al, • Reward • Absorption
in their paper titled, “The
measurement of engagement
and Burnout: A two sample
We have identified three variables that determine the intensity of internal
confirmatory factor analytic
approach” and by Foreman and
marketing done by a firm- Vision, Development & Reward. Similarly, for
Money, in their paper titled employee engagement the three variables that have been identified are-
“Internal Marketing: Concepts, Vigour, Dedication & Absorption. These variables can be accessed by
Measurement
03-11-2019 and Application” evaluating the responses on a standard set of questions. 7
 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Findings Total of 170 respondents

Analysing the results considering the

overall respondent pool, we noticed
the following things:
a. There is a significant positive
correlation between internal
marketing and employee
engagement
b. We identified that
“Development” was the
biggest contributor towards
increasing employee
Work Experience –
i. < 2 years – 26% engagement in organizations
Male: Female – 70% : 30%
ii. 2 – 5 years – 50% irrespective of the sector
Services: Manufacturing – 59% : 41% iii. > 5 years – 24%
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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Findings
Explaining the relationship between Work engagement and Internal Marketing – Less than 2 Years of Experience

Vision” was
identified as the
driving factor for
people from this
pool. We noticed that
sharing the vision of
the organization will
result in maximizing
the work
engagement for such
employees

03-11-2019 9
 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Findings
Explaining the relationship between Work engagement and Internal Marketing – 2-5 Years of Experience

“Development”
will act as a
motivating
indicator to
enhance the work
engagement for
this pool of
employees

03-11-2019 10
 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Findings
Explaining the relationship between Work engagement and Internal Marketing – More than 5 Years of Experience

Employees from
this pool also
show an
inclination
towards enhanced
work engagement
by promoting
“Development” in
the work culture

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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Interpretation
• Irrespective of the type of industry, internal marketing is important to make employees feel
engaged in the job that they do
• We found that development rather than reward has higher influence on employee engagement.
We could recall Herzberg’s Two-factor theory and relate it to this scenario.
• Employees with more than 2 years-development is very important for them to stay engaged in
the job.

• We interpret that employees in middle management seek out for opportunities to grow as a
professional and develop their career.

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 RESEARCH QUESTION
MOTIVATION AND RESEARCH DATA ANALYSIS AND
EXECUTIVE SUMMARY AND OBJECTIVES OF LITERATURE REVIEW RECOMMENDATIONS
RELEVANCE METHODOLOGY INTERPRETATION
THE STUDY

Recommendations

• Our analysis we found that manufacturing sector also shows a good relation between internal
marketing and employee engagement.
• Thus, manufacturing companies should focus on internal marketing since the competitiveness
is increasing and firms need the best of their employees to crack the details.

To promote vision To promote employee development

• Companies should conduct town hall meetings
where leaders can share their views with all
employees.
• Office forums can be created for discussions to
involve employees in other activities other than
their mundane work.
• Various coaching and mentoring programs should
be introduced.
• Behavioural adaptation sessions by renowned
psychiatrists can be initiated for all employees.

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