The Role of Internal Marketing Practices in Moderating the Impact of Job Insecurity on Turnover Intention

Abstract

With internal marketing (IM) practices serving as a moderator, this article intends to investigate the nature of the link between job insecurity (JI) and turnover intention (TI). The survey included Jordanian Islamic bank employees. Using a basic random sample, a total of 284 replies from various Jordanian Islamic banks were gathered and evaluated; the response rate was thus (78.8%). SPSS software was used to perform a descriptive study of the respondents' demographic characteristics. SmartPLS made use of the measurement, structural model, and test hypotheses of the study framework. The study's key results show a substantial positive association between work instability and desire to leave. Additionally, it shows a strong influence of internal marketing's moderating function on the association between work instability and desire to leave. Employees who feel insecure in their jobs may have intentions to quit, which might be one argument in favor of this connection. Otherwise, they need internal marketing techniques from the organization's side to enhance their performance and persuade them to abandon their plans to leave this company. This result of our correlation research demonstrates that internal marketing implementation inside firms displays the function that it plays in attaining job instability and turnover intention. The banking industry, financial institutions, and other businesses in any nation looking to retain their staff may all benefit from this research. The moderating influence of internal marketing in the direct link between job insecurity and turnover intention in the Islamic banks in Jordan was one of the social issues this article attempted to solve. The fact that every study builds on earlier work means that this cannot be done in a vacuum. We were directed to concentrate on bridging the information gaps concerning such a situation by doing an extensive literature study of books and periodicals on what is currently known about the topic.