ФОРМУВАННЯ ЛОЯЛЬНОСТІ ПЕРСОНАЛУ В УМОВАХ КОНЦЕПЦІЇ ВНУТРІШНЬОГО МАРКЕТИНГУ

Abstract

The article presents the results of the research on staff loyalty in organizations of various industries in Kharkiv, defines organizations with generally stable workforce, determines key factors, which contribute to longer employee commitment. A critical analysis has been conducted of different definitions of the concept « staff loyalty » . It suggests its own way of classifying types of loyalty. Definitions have been given of main types of employee loyalty. Theoretical and methodological means of measuring potential loyalty of employees and job candidates have been analyzed. Recommendations have been developed for setting up employee loyalty programmes within the internal marketing mix framework. Key elements and features of internal marketing of an organization and its staff have been examined. It has been concluded that the loyalty can be managed to achieve an optimal level of staff turnover in an organization.