KOREASCHOLAR

MEASURING PERCEIVED INTERNAL MARKETING AND EMPLOYEE ENGAGEMENT IN HIGHER EDUCATION INSTITUTIONS

Evdoxia Kyriacou, Anna Zarkada
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422386
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.459-460
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Despite the longevity and popularity of the Internal marketing (IM) in the service literature, its structure is yet unclear (Ballantyne, 2003; Huang & Rundle-Thiele, 2015; Qaisar & Muhamad, 2021; Tsai & Tang, 2008). The literature on Employee Engagement (EE) explains the employees’ emotional commitment and their psychological presence in their job and organization, but it lacks of a concurrence regarding its definition and its measurement (Kossyva et al., 2022). Despite the importance and dynamism of the Higher Education (HE) sector, there is only scant research data of IM and EE in HEIs (Tsarakhova & Kabanov, 2020; Vel et al., 2019; Vieira-dos Santos & Gonçalves, 2018; Yildiz & Kara, 2017).

Keyword
Internal marketingEmployee engagementHigher education institutions
Author
  • Evdoxia Kyriacou(Cyprus University of Technology)
  • Anna Zarkada(Cyprus University of Technology)