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Intern marknadsföring - Ett lyckosamt koncept eller en omtalad myt?

Svensson Dunger, Cajsa LU ; Ljungkvist, Sandra and Johansen, Alexandra (2012) FEKH95 20121
Department of Business Administration
Abstract
The purpose of this thesis is to investigate whether internal marketing has any effect on employee loyalty in a public sector knowledge intensive organisation. The study was limited to one organisation, Ekonomihögskolan in Lund, owing to time restraints. The method used to conduct this study was a qualitative interview and a quantitative survey that were based on a specific model: “A Conceptualization of the Employee Branding Process”. The results of the study indicate that employees remain loyal to their organisations despite internal marketing not being applied in strict conformity with the model. This suggests that internal marketing might not be as important in determining employee loyalty in a public sector knowledge intensive... (More)
The purpose of this thesis is to investigate whether internal marketing has any effect on employee loyalty in a public sector knowledge intensive organisation. The study was limited to one organisation, Ekonomihögskolan in Lund, owing to time restraints. The method used to conduct this study was a qualitative interview and a quantitative survey that were based on a specific model: “A Conceptualization of the Employee Branding Process”. The results of the study indicate that employees remain loyal to their organisations despite internal marketing not being applied in strict conformity with the model. This suggests that internal marketing might not be as important in determining employee loyalty in a public sector knowledge intensive organisation. (Less)
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author
Svensson Dunger, Cajsa LU ; Ljungkvist, Sandra and Johansen, Alexandra
supervisor
organization
course
FEKH95 20121
year
type
M2 - Bachelor Degree
subject
keywords
Internal marketing, loyalty, knowledge intensive organization, public sector, university.
language
Swedish
id
2966054
date added to LUP
2012-08-09 08:29:15
date last changed
2012-08-09 08:29:15
@misc{2966054,
  abstract     = {The purpose of this thesis is to investigate whether internal marketing has any effect on employee loyalty in a public sector knowledge intensive organisation. The study was limited to one organisation, Ekonomihögskolan in Lund, owing to time restraints. The method used to conduct this study was a qualitative interview and a quantitative survey that were based on a specific model: “A Conceptualization of the Employee Branding Process”. The results of the study indicate that employees remain loyal to their organisations despite internal marketing not being applied in strict conformity with the model. This suggests that internal marketing might not be as important in determining employee loyalty in a public sector knowledge intensive organisation.},
  author       = {Svensson Dunger, Cajsa and Ljungkvist, Sandra and Johansen, Alexandra},
  keyword      = {Internal marketing,loyalty,knowledge intensive organization,public sector,university.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Intern marknadsföring - Ett lyckosamt koncept eller en omtalad myt?},
  year         = {2012},
}