Intern marknadsföring - Ett lyckosamt koncept eller en omtalad myt?
(2012) FEKH95 20121Department 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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2966054
- author
- Svensson Dunger, Cajsa LU ; Ljungkvist, Sandra and Johansen, Alexandra
- supervisor
- organization
- course
- FEKH95 20121
- year
- 2012
- 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}}, language = {{swe}}, note = {{Student Paper}}, title = {{Intern marknadsföring - Ett lyckosamt koncept eller en omtalad myt?}}, year = {{2012}}, }