The Effect of Internal Marketing on Employee retention in Pakistani Banks

This research investigates the effects of internal marketing on employee retention in banking sector of district D. G. Khan, Pakistan. Marketing is the process by which the external customers are satisfied through exact identification of their needs and wants. When we do the same thing- satisfaction- with our employees then this is named as internal marketing. This approach is used to motivate, align and integrate the employees towards the achievement of organizational goals. The motto of internal marketing is Employees first. Internal marketing is very important in service sector where the only way to promote business is through staff. Especially in banking sector they are “Internal Guests”. The study is mainly derived from literature that provides backbone for study. A questionnaire was designed to collect the data from different banks of district D. G. Khan. The findings of research showed that internal communication, training and motivation have positive effects on employee retention. Therefore if banks of Pakistan want to retain employees for longer period of time, it is recommended that sufficient attention should be given to internal marketing. The findings of research would help managers of Banks to adopt proper policies for employee retention.