An Study On The Effect Of Internal Marketing On Frontling Service Employee Engagement

Organizations pay more attention to "People" with the development of Service Economy. Due to one service’s character of inseparability, frontline service employees become part-time marketers, and good service quality plays a major role to business success. Employee engagement has a direct impact on individual performance and organization performance. However the employee engagement report said engagement of Chinese was in a low level. Frontline service employees are boundary spanners, roles stress can make them burnout. Internal marketing has been useful management tool to improve internal service quality because internal marketing is a concept that business treats employees as customers, and cares about inner customers’needs. This study tries to find new ideas for improving frontline service employee engagement through probing the relations between internal marketing, role stress and employee engagement.Firstly, this study reviewed the literature of internal marketing, role stress and employee engagement. Secondly, based on the relevant theory and previous studies, this paper establishes a relationship model about internal marketing, role stress and employee engagement. Through the empirical studies of frontline service employee of banks, this paper mainly finds the following conclusions:1. Internal marketing has a negative impact on role stress. Except place has no significant effect on role conflict, the other3dimensions of internal marketing all have significant effect on role conflict. The4dimensions of internal marketing all have significant negative effect on role ambiguity.2. Internal marketing has a positive impact on employee engagement. The4dimensions of internal marketing all have significant effect on employee engagement. And the strength on employee engagement from strong to weak is product, promotion, place and price.3. Role stress has a negative impact on employee engagement. Role conflict and role ambiguity all have significant negative effort on employee engagement.4. The intermediary role of relationship quality is verified. Empirical results show that role stress plays a partial intermediary effect between internal marketing and employee engagement.Finally, in the conclusion and prospect part, the paper sums up the conclusions systematically, and propose some suggestions for service enterprises. Then, the thesis analyzes the limitations, as well as the prospects for further research.