Internal marketing as a strategy to increase job satisfaction and reduce staff turnover in higher education institutions in Ecuador
DOI:
https://doi.org/10.47187/mktdescubre.26.64Keywords:
Internal marketing, job satisfaction, job commitment, turnover intention, educational sectorAbstract
The purpose of this article is to analyze the influence of internal marketing on job satisfaction and its impact on employee commitment and turnover intention in the education sector. An empirical study was conducted by applying an online survey to 104 employees of higher education institutions in Ecuador. The data were analyzed using partial least squares (PLS) modeling and the results confirm the positive influence of internal marketing on the job satisfaction of employees in the education sector; job satisfaction is significantly correlated with job commitment in this sector; there is also a negative relationship between job satisfaction and turnover intention, indicating that the higher the satisfaction, the lower the intention to leave the job. Internal marketing and job satisfaction are key variables to improve the quality of work life and employee commitment in the educational environment and it is recommended that educational managers implement talent retention strategies that promote job satisfaction and reduce turnover intention, such as professional development and recognition programs as internal marketing practices in their organization.
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