The relationship between internal marketing and employee job satisfaction: A study from retail shops in Bangladesh

A Retail store is now a prevalent concept in Bangladesh offering a wide range of necessity goods for household and daily living. Within the last one decade, superstores have developed positive perceptions among customer and this is the attractive business to many investors. As retail shop business is based on service sector, customer satisfaction and service delivery are keys to the success where having satisfied employees are essential. Hence, to achieve sustainable organizational development and higher organizational performance in this competitive market, the need of having a special emphasis on effective internal marketing practice is worth mentioning. Viewing employees as an internal customer is essential and vital in internal marketing that contributes to job satisfaction.