Citation

Asgari, Hamid Reza (2018) Internal marketing practices and turnover intention the mediating role of psychological contract violation A study in the Malaysian call center industry. Other thesis, Multimedia University.

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Abstract

Attracting and retaining high quality employee always has been a serious problem for service organization. High employee turnover have created numerous issues for call center companies, resulting in employee discontinuity, high costs of the recruitment such as induction and training. Likewise, the issue of low organizational productivity, lower customer satisfaction and other visible or hidden costs, and a sense of urgency in an effort of reducing employee turnover intention in the industry. Internal marketing includes activities such as attracting, developing, motivating and keeping capable employees through job-products that satisfy their needs. Beside, when employees are able to convince the external customer to like company’s products that the company itself has been made its internal customers convinced and satisfied, so external customer and internal customers are essentially linked to each other. “Internal marketing is the philosophy of treating employees as a customer”. The purpose of this study is to propose an approach to reduce employee turnover intention thought internal marketing activities and to highlight and signalizing the intervening role of employee’s perception of psychological contract violation in relationship between internal marketing and employee’s turnover intention. The study reviews literature on the history of internal marketing from the beginning. The research goes on to analyze five factors of internal marketing that play roles on perceived violation of psychological contract and employee’s turnover intention. These factors are developing system and technology support, leadership and management support, humane resource management, internal service recovery, internal market research and market segmentation. Studies and surveys from several researchers were analyzed and discussed throughout the research in the context of factors that influence turnover intention intentions. The factors outlined in the paper are analyzed using the provided theoretical framework. The model is appropriate for this inquiry because it allows the reader to understand how employee turnover intention and psychological contract are influenced. Secondary data collection methods were used for acquiring literature for the paper. A number of databases in relevant fields such as marketing, human resource management, organizational behavior, management, business process outsourcing and service management were used to acquire literature on the topic. The findings of the paper include internal marketing practices that played a role on employee’s turnover intention, such as what factor appears to be most influential and whether perceived violation of psychological contract mediate the relationship of internal marketing practices on employee turnover intention. Conclusions from the literatures are drawn that states that some internal marketing practices influence on employee turnover intention directly and through the mediation role of perception of psychological contract violation. Also perceived violation of psychological contract increase turnover intention of employees in Malaysian call center outsourcing industry. The research ends with recommendations on future research.

Item Type:	Thesis (Other)
Additional Information:	Call No.: HF5549.5.R58 A84 2018
Uncontrolled Keywords:	Employee retention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5549-5549.5 Personnel management. Employment management
Divisions:	Graduate School of Management (GSM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	10 Jun 2026 08:06
Last Modified:	10 Jun 2026 08:06
URII:	http://shdl.mmu.edu.my/id/eprint/16105

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