Internal Marketing, Employee Job Satisfaction and Employee Engagement: A Case of J&K Bank

The present study aims to investigate the influence of internal marketing on employee job satisfaction and impact of employee job satisfaction on employee engagement. Data was collected from the different branches of J&K bank operating in Jammu city. Data was collected through self-administered survey from 182 respondents. The reliability of the measures is checked by calculating the value of Cronbach's alpha. Correlation analysis indicates the relation between internal marketing, employee job satisfaction and employee engagement. Further, regression analysis is done to check the impact of the Internal marketing on employee job satisfaction and the impact of employee job satisfaction on employee engagement. Finding support the hypothesis that internal marketing practices have positive influence on job satisfaction among employee and employee job satisfaction positively influences employee engagement. This paper contributes to existing knowledge by studying various internal marketing practices in banking organization, which have a direct impact on employee job satisfaction and employee engagement. Thus, the result of this study will provide practitioners with better insights into innovative internal marketing practices that could elevate job satisfaction among employee and ultimately engagement of employees.