Internal Marketing Application And Research In Commercial Banks

With the gradual opening of China’s financial market, a large number of foreign banks have entered Chinese market, leading to serious brain drain and fierce competition for talent in China’s commercial banks. Banks should optimize recruitment, analyze employee needs, subdivide employee management and improve employee satisfaction by various effective measures. By establishing effective communication channels, shared vision and internal incentive and restraint mechanisms, it enables employees to establish a sense of responsibility, thus reduce employee turnover and improve internal efficiency. In recent years, scholars in home and abroad have done lots of exploratory researches about how commercial banks can improve employees’satisfaction through internal marketing, but these studies have some limitations and are far from banks’actual management application since they are basically following the theoretical derivation and qualitative analysis. Therefore, it is of important practical significance and theoretical value to deeply analyze the relationship of commercial banks internal marketing behavior, employee satisfaction and loyalty.This paper, based on internal marketing theory, satisfaction theory and loyalty theory, according to the current situation of China’s commercial banks and combining with the existing literature results, builds a relationship model between commercial bank’s internal marketing and employee loyalty. It tries to deeply analyze the connotation and characteristics of internal marketing’s product, price, distribution and promotion as well as employee attitudes loyalty and behavioral loyalty. Meanwhile, it reveals logical relationship between commercial banks’internal marketing behavior and employee loyalty. The paper obtains data by questionnaires survey, on-site interviews. By using empirical analysis of cross-sectional data and typical case analysis, it comes to the result that commercial banks’ internal marketing behavior (internal marketing4P strategic behavior) has a significant impact on employee loyalty (attitudinal loyalty and behavioral loyalty) and have an in-depth analysis of typical cases based on data analysis result and related theories.Based on literature review and empirical research results, it comes to the following conclusions:(1) commercial banks’ internal marketing behavior can effectively improve employee loyalty.(2) expanding the internal communication channels and enhancing communication is the basis for the implementation of internal marketing.(3) establishing effective rules and regulations and creating fair and impartial internal culture, thus to enhance employee cohesion.(4) through internal marketing, banks can improve staff loyalty and reduce staff turnover. Finally, characteristics and shortcomings of this paper are also put forward.