Increasing Human Resources Loyalty through Internal Marketing in Cell Phone Companies: Perspectives from Airtel Congo in the Republic of Congo
DOI:
https://doi.org/10.57125/FS.2024.12.20.10Keywords:
Loyalty, human resources, internal marketing, Airtel, CongoAbstract
Retaining human resources has become a prerequisite for HR professionals in competitive trench warfare. In light of this, the primary purpose of this study is to comprehend the critical role internal marketing plays in helping mobile phone companies in the Republic of Congo retain their human potential. We have decided to use qualitative methodology to accomplish this purpose. The researchers used a semi-structured interview guide and a sample of twenty field actors. The purposeful sampling technique was used to select the respondents in Brazzaville, the capital city of the Republic of Congo. This research confirms that human potential is retained through internal marketing through individual actions. Second, it shows that shared values form the foundation of internal marketing. Furthermore, it reveals that internal marketing uses calibration to foster loyalty. Ultimately, this research demonstrates that internal marketing manifests in the motivation to retain human resources. Marketing managers and industry players in the Democratic Republic of the Congo should consider the nation's organisational culture when making strategic decisions. This article's applicability stems from its capacity to address an exploratory study focused on calibration, an innovation in a Congolese telephone company. This answers questions for researchers and management in developing nations.
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