Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province

ABSTRACT

The goal of internal marketing is to satisfy internal customers and retain employees. When internal customers are satisfied, they will become more loyal and committed to the company. Internal customers will be ready to serve to satisfy and create loyalty of customers outside the business. Thus, internal marketing needs to be done before doing external marketing. The function of internal marketing is that the internal communication between the business and its employees must function effectively before the business can succeed in realizing its goals in relation to the external market. This study aimed to measure the internal marketing components at garment enterprises in Thai Nguyen province. The data was collected from the survey results of officials and employees at garment enterprises in the province. The data were processed by the statistical software SPSS 22.0, the scale was tested by Cronbach Alpha coefficient and the exploratory factor analysis (EFA) model. As a result, there are seven internal marketing components at garment enterprises in Thai Nguyen province, including motivation and reward system, internal communications, staff selection, recruitment, staff training and development, support system, and employee empowerment.

Keywords: Measurement , Internal marketing , Garment enterprises , Garment industry , Thai Nguyen province.

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Huong D T, Ngoc Huy D T. Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province. J. Organ. Behav. Res. 2021;6(2):73-88. https://doi.org/10.51847/zWARxTMSWh

APA

Huong, D. T., & Ngoc Huy, D. T. (2021). Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province. Journal Of Organizational Behavior Research, 6(2),73-88. https://doi.org/10.51847/zWARxTMSWh

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