Impact of Internal Marketing on HR in UAE Organizations

CHAPTER 1: INTRODUCTION

1.1 Chapter Overview

Aim of this section in research is to provide overview related to the topic i.e., to study the influence of Internal marketing practices on human resource of company. Along with this, role  social media play within internal marketing for influencing human resources. Moreover, this section of research will also highlight research background and subject matter along with its aims and objectives. Researcher will identify the impact of internal marketing on human resource division of company. For carrying out this research selected organisation is KPMG, Dubai. Further respective dissertation will progress in next chapter 2 which will conduct depth discussion on critical review of literature related to the topic (Kadhem and Jawad, 2019). This section will look within various aspect of IM and it will also divided within several sections. Apart from this, 3 chapter of research is methodology which will analyse that how primary and secondary method will utilise for gathering data. After this research will come to it 4 chapter i.e., Finding and analysis within this investigator will conduct interview from selected respondents for gathering information and data within effective manner. Finally, end part of this report is chapter 5 i.e., conclusion and recommendation within that investigator will give recommendation to company in relation of IM utilisation as well as how social media will affect IM for influencing HR of business.

1.2 Background

In every company, internal marketing is very important mainly within organisations operating in the service sector. It is because employees directly deal with customers mainly they are front-line staff members. Thus, it is essential for business firm to focus on internal marketing which simply means that KPMG company have to take care of their human resource also. By considering them as an internal customer of their business firm because Human Resource is important part of an organisation as well as manage its working in effective manner (Podnar, Kohont and Jancˇicˇ, 2017). Such practices can only done by offering services as well as benefits which help in enhancing performance of entire KPMG Company. In addition to this, main objective of internal marketing is to prepare their staff members in effective manner for serving customers in appropriate way, make them satisfy as well as loyal towards business firm. This overall help Respective company is achieving profitability, loyalty of customers as well as also result in reducing employees turnover ratio.Worry Not !! Get English Assignment Help Order Now!!

In last few years, social media has taken better position within business environment for promotion purpose as well as also become an topic of discussion within society. Along with this, people easily sphere time out of their busy life for using social media. At social media platform there is freedom of interaction with each other which have wide influence on business and their promotional activities now a days (Shaikh, 2018). Different platform of social media i.e., Facebook, Twitter, Instagram, LinkedIn and many more played crucial role within internal marketing which also have effect on human resource of business firm for conducting their operations within effective manner. As business environment is dynamic in nature and within this several modification take place which result in changes within strategy of company. Such as uses of social media is rapidly increasing within general public as well as also in consumers of company which positive impact on KPMG in conducting their promotional and advertising activities within appropriate manner.

In present scenario, most of the organisations are active on social media as well as directly linked their corporate websites on social network sites such as Facebook, LinkedIn, Instagram, YouTube and Twitter. They are doing such practices for promoting their brand and also for providing support to them in conducting their advertising-related activities.

1.3 Rationale

Importance of this research is based on several concepts related to the same. Internal market impact on human resource performance of service sector companies is one of the research which conduct in UAE. Main objective of conducting study is to analyse the elements of internal marketing which affect performance of Human Resource within organisation. Along with this, respective study also focus on analysing the role of social media within internal marketing (Kanyurhi and Akonkwa, 2016). Moreover, this research value the role which internal marketing play within business firm and also its impact over the performance of employees. Furthermore, by conducting this research several suggestions as well as recommendation has been analysed which assist in enhancing performance of HR within business firm.

It has been believed by investigator  that internal marketing have its wide scope within business environment as well as on the performance of employees who are working within that organisation. By conducting this study knowledge has been get enhanced which help individual at both level personal and professional. In addition to this, these are several organisations who are using social media as their internal communication purpose. Because it is effective tool by which important information will share within effective manner (Nart and et. al., 2019). Along with this, social media application also utilise for conducting promotion activities of company within business environment.

1.4 Research Scope

This study focus on internal marketing and its impact of human resource performance of organisation for accomplishing their goals in effective manner. Along with this, major focus of the research is how internal marketing put impact on human resource of company for achieving their goals and objectives. Along with this, influence of social media on internal marketing practices of company will also analyse through conducting this research. Scope of conducting this study is on conductive side of internal market and its influence of human resource for improving organisational performance.

1.5 Research Approach & Strategy

There are mainly two type of research strategy i.e., qualitative and quantitative. In quantitative research data gathered is always in numerical form as well as analyse through statistical and mathematical methods. If no numbers included within data then it is not quantitative research and there are several sources of gathering quantitative data such as surveys, observations as well as secondary data (Kimura, 2017). On the other hand, qualitative research don't include numbers or numerical data. It includes words or language and also utilise pictures as well as other observations. There are several sources of gathering qualitative data or information such as interviews, focus groups, observation, secondary data, postcards and many more. For conducting this research qualitative research method will utilise within this source of gathering information and data will be semi-structured interviews.

Apart from this, there are mainly two research approach i.e., inductive and deductive which help investigator in gathering information within effective manner. Inductive research approach is also known as inductive reasoning and it start with theoretical frameworks as well as observations which take place at the end of research procedure as outcome of observations. In the beginning of research no theories will implement. On the other hand, deductive approach is related with developing hypothesis which based on existing theory as in this research study will design for testing hypothesis. In simple term it can be said that, deductive approach have short time availability for completing research as well as it avoid risk.  In this research, investigator will implement deductive research approach for accomplishing goals and objectives of it.

1.6 Conceptual Model

This research has been conducted for identifying the influence of internal marketing on human resource of business firm which result in job satisfaction, loyalty of staff and many more. This research have basic hypothesis related to the importance of relation within elements of internal marketing as well as internal customers (Abbas and Riaz, 2018). In this, descriptive research model utilize  for elaborating factors related to internal marketing which directly impact on internal customers in several manner such as their loyalty, job satisfactions, trust, expectations as well as utilization of social media application  within internal marketing for influence behavior which is related to human resource. Apart from this, in next research next chapter is methodology within that it I important for investigator to implement suitable research philosophies as well as strategy for investigating aims and objectives of research.

Chapter 2 Overview

Main objective of this research is to determine how internal marketing media can be utilize for influencing human resource of business firm as well as it have positive effect on behavior of personnel in UAE market area. Within this research several chapters are includes which help in accomplishing goals and objectives of study. Out of which in this, research methodology is important section because with the assistance of this it has been determined that which approach will be suitable for investigator for conducting research in effective manner. Along with this, there is an recommendation section also in research within that investigator give suggestions to company that what practices will be suitable for them in accomplishing goals and objectives of business.

2.1 Research Philosophy

There are two type of research philosophies i.e., interpretivism and positivism. Interpretivism is also named as interpretivist which include investigator to interpret the major factors of study. In simple term it can be said that interpretivism integrates interest of human being within study area. Moreover, interpretive researchers assume accessibility to reality of investigation. On the other hand, positivism research philosophy is based on quantifiable observation which result in statistical analysis. For conducting this research interpretivist research philosophy uses by investigator and objective of investigator will supported by qualitative method of data collection through semi-structured interviews.

2.2 Research Approach

For conducting this research, investor utilize deductive research approach and in this for gathering information and data qualitative method will be uses (Álvarez-González and et. al., 2017). Qualitative research don't include numbers or numerical data. It includes words or language and also utilize pictures as well as other observations. There are several sources of gathering qualitative data or information such as interviews, focus groups, observation, secondary data, postcards and many more. For conducting this research qualitative research method will utilize within this source of gathering information and data will be semi-structured interviews.

Deductive approach is related with developing hypothesis which based on existing theory as in this research study will design for testing hypothesis. In simple term it can be said that, deductive approach have short time availability for completing research as well as it avoid risk.  In this research, investigator will implement deductive research approach for accomplishing goals and objectives of it. get Dissertation Conclusion now !!

2.3 Participants

For conducting research there is requirement of several participants through which investigator can gather information and data. By conducting semi structured interview researcher will collect data from several participants i.e., department heads, management staff as well as other staff member of business firm. In this style open ended questions are included with the motive of maximum inputs from the participants involved within research (Yu and et. al., 2019).  Detail related to the interview has been written down for highlighting the pattern in which interview will going to conduct. By investigator targeted audience are managers, department heads, management employees as well as several other staff members of company. There was approx. 360 people within KPMG, Dubai out of this by researcher target population is of 90. From these peoples around 20 has been selected by investigator as their sample size for conducting entire study.

There are two type of sampling method which utilize in research for gathering information or data i.e.,  sampling and non-probability sampling. Within this study, researcher will use non-probability sampling method for selecting respondents by whom questions will asked related to the selected topic (Ratnasari and Pamungkas, 2019). Along with this, it has been determined that purposive sampling method is suitable while considering the constrains at work in relation of time and job schedule.

2.4 Data Collection and Analysis

There are mainly two type of data collection method i.e., primary and secondary. In this, primary data collection method is process through which data and information gathered is fresh which has been never published before in any journal, books, paper or articles. There are several method of gathering primary data such as interview, questionnaire and many more. On the other hand, secondary method of data collection is that which gather available information or that has been already published in any book, journal etc.. There is wide difference within primary and secondary data collection method such as for conducting new research primary method will utilize whereas secondary includes analyzing existing research (Mainardes, Rodrigues and Teixeira, 2019). For conducting this research both primary as well as secondary method will  utilize by investigator which help them in gathering information related to the topic within effective manner.

In relation of primary method, Pilot testing will uses by investigator it is type of software testing which verifies components of system within real-time operating conditions. In addition to this, pilot testing verifies main functions of system before entering within production procedure. Within this testing method, specific group of end users try system under test as well as provide feedback's before overall preparation of system. Through this method data collected will summarized as well as structured by researcher in proper manner. In addition to this, Microsoft excel is the tool which will utilize for analyzing data which has been collected through qualitative means by using semi-structured interviews. It has been already discussed that, key words which identified through interview help in accomplishing objectives of entire research as well as finding will derived by analyzing these factors in proper manner.

2.5 Place Fieldwork will be conducted

For conducting research it is important for investigator to keep in mind convenience of participants. Thus, option should be given to interviewee of personal meeting or interview by telephone. Along with this, information related to the duration of interview should be given as well as it is important to select such location which have to be in convenience of each and every person. Within past three decades conducting interview through telephone is becoming most increasing. Thus, telephonic interview is the most suitable method for gaining evidence by relevant literature within that there are scores of articles which are based on telephones interview. 

2.6 Reliability & Validity

Validity as an indication of accuracy in terms of the extent to which a research conclusion corresponds to reality (Olson and et. al., 2018). Reliability has been described by as the ability of any research study to have internal stability and consistency of approach if the same has to be repeated again in a similar environment. It is in this context that the sources used for collecting the primary research data should be credible and reliable hence the researcher aims to use only experienced and senior staff from the case study organization. The staff is well experienced to give considered opinions on the use of internal marketing. For the secondary research, researcher has used the premium search engine like Google Scholar to access peer reviewed journals, articles and books which are endorsed as reliable academic research. There are other articles and researches published on the net that has done comprehensive studies on internal marketing which will contribute to the body of secondary research.

2.7 Ethics

This study related to internal marketing is approved by Ethics Committee as well as it has been states by investigator that each and every candidate is taking participation voluntarily and on them there is no compulsion. In research for gaining consent of participation proper communication process has been designed which taken place through e-mails (Abbasi and et. al., 2017). That form include important information related to the research and take consent of respondents that they are taking participation voluntarily as there is no burden on them. Along with this, it should be ensure by investigator that personal information of participants will not going to share with third party because such practices are unethical. Detail of researcher have to be share with respondents because if they want to withdraw from research then it will be easy to inform investigators. 

CHAPTER 3 OVERVIEW

Main objective of this research is to determine how internal marketing media can be utilise for influencing human resource of business firm as well as it have positive effect on behaviour of personnel in UAE market area. In addition to this, how social media will be uses in Internal marketing. Investigator will summarise what will going to be highlight within this research as well as also provide recommendation for accomplishing aims and objectives of company in effective manner which has been already discussed in introduction. Apart from this, it has been determine by researcher that given recommendation will provide assistance to company in accomplishing their objectives as well as also in effective implementation of Internal marketing practices (Punjaisri and Wilson, 2017). This entire research will conduct through semi-structured interview of KPMG's staff member. This research will determine the impact of internal marketing on human resource of respective business firm. 

CONCLUSION OF STUDY

After going through entire discussion within research, it has been summarised that company want to satisfy their their customers which can be only possible when their staff members are satisfied by their job roles. Moreover, it has been suggested by various scholars that Internal marketing is the best tool by which KPMG can retain their qualified, skilled as well as experienced staff members. Along with this, it also help in making them feel like appreciated as well as valued. This help KPMG in gaining positive outcomes such as boosting morale of employees, enhancing their performance & productivity, offering quality services to customers and many more. Internal marketing have its wide importance within service industry and it also play essential role in serving their customers within effective manner. Company can gain only profit as well as loyal customers only when they provide better services to their customers. Moreover, it has been believed by investigator that Human Resource manager of KPMG, Dubai have to design training and development plan for their workers. Because it will result in reducing high rate of absenteeism, minimise turnover ratio, increase productivity and many more. As such session help employees in feeling like part of company and also that their practices are essential for business firm. For an organisation it will be worst to losses their external customers so it is essential to serve their customers in effective manner. For managing overall working in effective manner it is responsibility of manager to communicate with their internal customers for understanding their needs, aims, wants, concern, perspective. Taste, preferences etc. because it will help them in serving within effective manner.

It has been already discussed that, there are several paper which written about internal marketing as well as human resource. But out of these few only cover combination within both of these terms. This research has been conducted for bringing IM and HR together for conducting operations within services sector in effective manner. Overall study has given their contribution in fulfilling gap within these two terms because it will help organisation in their long term sustainability within business environment. In addition this, it has been also tried to study that how social networks will utilise in Internal marketing for influencing human resource practices of company in efficacious manner.

For this paper several articles has been uses which was given by authors many years ago which help in finding views but they are traditional. They are old fashion but still utilise as foundation of research on that investigation will conduct in effective manner. Along with this, several latest articles on Internal marketing also has been found which help in gathering some latest information related to internal marketing as well as its importance within organisation. Although, not every published article has been uses in this research only highly recommended journals has been utilised. Out of these articles few journals are not related with the topic of research but still have their wide contribution. For instance, these articles are related with internal market or Human Resource practices in other field not in service industry. But there are some basic concepts related to topic which can be applied in every type of organisation that has been taken from those articles for conducting entire research in effective manner.

From above discussion several points has been summarise on the basis of that reflection has been given :-

From last some years several service sector organisations are struggling high for providing better high quality services to their customers. Because it is most important goals of an business firm which they want to accomplish in effective manner. With the assistance of this, companies who are working in service sector can gain high customer satisfaction as well as their loyalty also. Thus, it is necessary for service sector companies to pay high attention on the quality of their services as well as they have to continuously find way to improve it for long term sustainability as well as also for generating revenue. As several things add in business environment as well as taste and preferences also get change in relation to this, it is important for company to provide training and development session to their workers. When they started delivering high quality services it become easy to exceed level of customer's expectations and they will also get satisfy as well as help them in becoming loyal for organisation. For supporting staff of KPMG, Dubai in offering high quality services they have to implement internal marketing strategy within their working. Because aim of IM strategy is to enhance service quality  as well as it involves three main parts i.e., treating staff as internal customers, guiding employees to behave like part time marketer in company as well as uses available information and knowledge for entire business. Moreover, within this study of internal marketing human resource management play its role at wide level. In simple term it can be said that, for delivering quality services it is essential for KPMG, Dubai to select suitable candidates, provide them training and development sessions. Along with this, human resource manager of KPMG, Dubai have to focus on competencies of their staff members as well as as develop such strong points in them which help in serving customers within effective manner. 

Research topic is: “the influence of internal marketing on human resource of company.” by conducting research it has been found that, it is necessary for company to deliver high quality services as well as have to maintain cooperation within human resource practices and Internal marketing strategy.  In addition to this, within social media internal marketing is concerned as well as it should be utilise in effective manner so that human resource will positively impact on operations of company.

RECOMMENDATIONS

After going through the entire discussion or findings it has bee recommended to company that firstly they have to give direct to administration at each and every level. So they will show their interest in every dimensions related to internal marketing because it has been already discussed that IM have wide impact on success as well as performance of business firm. Several other recommendation are as follows :-

• Company have to concentrate on development of programs related to service sector which have to be on internal market. Because it will result in enhancing performance of staff members to serve their customers effectively.
• In addition to this, organisation have to focus on  culture establishment because it have high influence on staff members as well as their performance and also help in improvement within their work. Along with this, it has been kept in mind that traditional practices should not implement in business so that level of personnel performance can get enhance.
• It is important to give incentives as well as rearwards to employees because it will result in improving productivity of their workers. The incentive they provide should be decided by focusing on diversification system of incentives that have to be based on requirement of employees.
• Along with this, business firm have to focus more on their repetition of incentive practices for further encouraging them because with the assistance of such practices their performance level also get enhance.
• Training is important for individual as it help in developing skills as well as knowledge. So it is essential for administration of company to focus on training session with motive of improving working methods of employees. Such practices will have positive impact on quality of services which offering by company to their customers. When training sessions was going on it is essential to study need of employees because they are the source of creating external customer satisfaction.
• It is essential to have better internal communication within staff members because it will strengthened the assesses of information for staff members which will have positive impact on their working.
• Most important recommendation is that within decision making process it is important to involve every level employees. Because they will help in developing suitable marketing strategy as they always come up with something new. With the assistance of this business firm will able to design some innovative or creative strategy which help them in taking better place within market area and also in satisfying their customers. Apart from this, internal marketing system have to be applied as well as follows by company which related with nature of their staff members and quality of buyers. 
• Social media is great platform at which several people interact with each other and this also provide several unique opportunities to business firm.  Along with this, it is important for company to make their presence on social media but keep in mind that postings will done on correct time duration because it have wide impact on their sales. As posting too much or too less will not result in accomplishing desired goals. Moreover, they have to focus on the content which they are positing on their social media pages because wrong content may result in negative impact on brand image within market area. Thus, in simple social media help company in developing their brand image in market within effective manner.

LIMITATIONS AND FURTHER RESEARCH

Every academic study have their some limitations as well as scope for improvement also, same as this research also have limitations. As it have limitation related to smaller sample size which utilise for qualitative study so, to overcome with this issue investigator have to focus on qualitative method which should have large sample size. Apart from this, there is another limitation also i.e., research is focusing on single company which have limited scope of research. To overcome with this, investigator have to involve respondents from several organisation because it will help them in effective manner to overcome with this issue.

UAE is very young nation in comparison of that internal marketing is limited. As there are several small to medium size business in which internal marketing is also on progression because concept related to this is not clear. Along with this, research on IM related to its influence on HR and also usage of social media is still on emerging stage as in this further research is highly required. 

SUMMARY

Investigator hope that this research will contribute positively in identifying impact of internal marketing in UAE as well as add value within academic research body. This entire investigation is related to the organization which means they are not utilising Internal marketing strategy for influencing human resource. In addition to this, study related to internal marketing will conduct at organizational level which identify that working in this area is limited. Through conducting research several outcomes has been gained that internal marketing will influence HR of business firm as well as utilisation of social media within Internal marketing have contribution in further research. Along with this, outcomes which gained through conducting this research will utilise as guidance by company in using social media as internal marketing tool as well as exploring their activities at wider level. 

UPTO51%

Avail The Benefit Today!

To View this & another 50000+ free

Enter Email

Submit