Effect of Internal Marketing on Employee Engagement

Bc. Thi Thu Nga Hoang, BA

Master's thesis

Abstract:

According to statistics, the human resource in the banking system is plentiful and plentiful. However, high-quality human resources account for a few. In recent years, banks in Vietnam have tended to focus more on retaining talents and building a staff of enthusiasm, willing to dedicate and loyal to the business by internal marketing activities. Therefore, this thesis aims to study the impact of internal marketing activities on employee engagement in the banking sector in Vietnam, thereby suggesting several solutions to improve employee engagement, especially in the case of high-quality labor and strategies to improve the quality of labor resources. This topic is done to measure internal marketing's impact on employees' engagement in the banking sector in Vietnam. After reviewing the theoretical bases related to internal marketing and employee commitment, based on similar international studies and studies in Vietnam to draw conclusions about the relationship between internal marketing and employee engagement at some banks in Vietnam. The research results will identify 4 factors affecting internal marketing activities: Internal Product, Internal Price, Internal Communication, Internal Location. Since then, solutions to solve core problems of work, training, promotion, employee salary, and welfare policies at a specific bank - BAC A BANK.

Keywords

Internal marketing, employees engagement, marketing reseaches

Language used: English

Date on which the thesis was submitted / produced: 21. 5. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.
• Reader: Lukáš Novotný, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management