Role of Internal Marketing for Engaging Employees to Bring Sustainability in the Organizations: Evidence from Telecom Sector of Pakistan

Abstract

The purpose of this study is to investigate whether or not the internal marketing practices (internal communication, employees’ empowerment, and employees’ motivation) assist in maintaining the focus of the employees to develop sustainability in the organizations within the context of Pakistan’s telecom industry. Specifically, the research looked at how these factors interact with one another. The primary data collection method consisted of using and collecting answers from respondents via the use of structured questions (241 useable surveys). In addition, multiple regression analysis was used in order to examine the predicted hypothesis. Moreover, this validates the normality and validity of the suggested variables of this work. The data collection was done by the researcher using a technique called purposive sampling. The findings of the current observation indicate that the reaction of internal communication and workers’ empowerment to the development of sustainable organizations is important and beneficial. On the other hand, the findings on workers’ motivation indicate that there is no substantial association between employees’ motivation and the growth of an organization that is sustainable. This is the first effort that has been made to access the part of internal marketing practices that are responsible for the creation of sustainability in organizational development, particularly in the context of Pakistan’s telecom industry.