Evaluation of the Relationship between Internal Marketing and Employee Retention of Informal Elderly Laborers

Abstract

The research aimed to determine the effect of internal marketing on employee retention considering the case of Thailand’s hospital sector. The study used a quantitative design where a close-ended survey questionnaire was used to collect data from 420 employees working in the hospital sector of Thailand. The analysis has been conducted using SEM modelling on SmartPLS. The impact of internal marketing was found to be positive and significant. Besides, in the context of the factors affecting internal marketing, the factors internal communication, employee motivation, future growth, training and development are found to be statistically significant. The research has certain limitations considering the scope of this study. Firstly, it is limited to the geographical bounds of Thailand. Secondly, the targeted industry in the healthcare industry with specifically the hospital sector and no other industry has been taken into account. Therefore, in future, the research can be improved by considering any other sector or country. Qualitative analysis can also be done to improve the study.