Nazneen Islam Rony (2017) Internal marketing : Examining factors to retain current human talent in oil and gas industry. Masters thesis, Universiti Malaysia Sabah.
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Abstract
Organization are emphasizing more on internal marketing practices to satisfy and retain their talented employees within the organization in order to keep pace in the competitive environment and to achieve maximum profitability and advancement. Though the importance of the internal marketing is growing rapidly in response to the swift global business changing context, limited empirical research has been conducted in the oil and gas service industry. In addition, research examining the linkage between internal marketing and employee's job satisfaction to retain in the current organization has been limited. Therefore, more empirical research is needed to enrich the literature on the relationship between internal marketing practices and job satisfaction. The purpose of this study is to explore the relationship between internal marketing factors such as employee rewarding, leadership, internal communication, and training and development, and job satisfaction and the relationship between job satisfaction and employee retention within oil and gas industry. The study also investigates the moderating effect of gender, age and income on the relationship between internal marketing factors and job satisfaction and the impact of job satisfaction and employee retention. The concept of internal marketing has been adapted from Berry's Internal Marketing Model and Sulieman, et al.'s conceptual model on internal marketing factors for job satisfaction. A self-administered questionnaire was used for data collection. The sample size was 215 which has been collected from a number of oil and gas related organizations located at Federal Territory of Labuan, Malaysia. The instruments in the questionnaire were measured on five point likert scale from l=strongly disagree to S=strongly agree. The multiple regression analysis was conducted to investigate the relationship between internal marketing factors and job satisfaction, as well as employee retention. Next, hierarchical moderated regression analysis was perform to investigate the moderating effect of gender, age and income on the relationship between internal marketing factors and job satisfaction within oil and gas industry. The results of the multiple regression analysis revealed that there is a positive relationship between each internal marketing factors and job satisfaction except of employee intrinsic reward, job satisfaction to employee retentions. However, through hierarchical moderated regressions, gender, age and income have insignificant role on the relationship between internal marketing factors and job satisfaction within oil and gas industry. Current research is limited by its geographic location and the total oil and gas industry. Hence, further research analysis should extend the coverage of this research to improve generalizability of the research findings.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Internal marketing, Organization, Oil and gas industry |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | FACULTY > Labuan Faculty of International Finance |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 23 Apr 2024 14:52 |
| Last Modified: | 23 Apr 2024 14:52 |
| URI: | https://eprints.ums.edu.my/id/eprint/38514 |
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