Impact of Internal Marketing Practices on HR Performance at KPMG

This report analyzes the influence of internal marketing practices on human resource performance within a service sector organization, specifically focusing on KPMG Dubai. The study aims to understand how elements such as training, employment security, internal communication, and rewards impact employee loyalty, job satisfaction, and trust in management. The research also investigates the role of social media in internal marketing and how it affects human resources. The methodology involves qualitative data collection through semi-structured interviews with management, department heads, managers, and other staff members, using a non-probability sampling technique. The report is structured to include an introduction, literature review, methodology, findings and analysis, and conclusions with recommendations. The findings are expected to provide insights into the effectiveness of internal marketing strategies and their impact on overall human resource performance within the company, as well as how social media can be leveraged to influence HR.

Business

Abstract
Aim of this report is to analyse impact of internal marketing practices on the performance
of staff members within service sector accounting, auditing as well as consultancy organisation.
This report will conduct on different administrative levels workers within business firm. In
addition to this, aims of this research is to identify impact of internal marketing practices on
company such as training, employment security, internal communication, loyalty of human
resource, job satisfaction as well as trust in management for affecting entire performance of HR.
Along with this, it will also study that how human resource manager of company will motivative
staff members for meeting their expectations. Along with other aims is to understand that how
social media will utilise within internal marketing for influencing HR of business firm. For
accomplishing objectives of study, data will gathered by semi-structured method from targeted
audience which involves management, departments head, manager as well as other employees.
Apart from this, target population is approx. 90 workers out of which 20 people are selected
through non-probability sampling method. Through these selected respondents data will collect
which will be related to the topic of research as well as its aim and objectives.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................2
1.1 Chapter Overview.............................................................................................................2
1.2 Background ......................................................................................................................2
1.3 Rationale...........................................................................................................................3
1.7 Research Scope ................................................................................................................3
1.8 Research Approach & Strategy .......................................................................................3
2.5 Conceptual Model............................................................................................................3
3.1 Chapter Overview ............................................................................................................3
3.2 Research Philosophy .......................................................................................................3
3.3 Research Approach ..........................................................................................................3
3.4 Participants ......................................................................................................................3
3.5 Data Collection and Analysis ..........................................................................................3
3.6 Place Fieldwork will be conducted...................................................................................4
3.7 Reliability & Validity ......................................................................................................5
3.8 Ethics ...............................................................................................................................5
5.1 CHAPTER OVERVIEW .........................................................................................................5
5.2 CONCLUSION OF STUDY.....................................................................................................6
5.3 RECOMMENDATIONS .........................................................................................................8
5.4 LIMITATIONS AND FURTHER RESEARCH ....................................................................10
5.5 SUMMARY ............................................................................................................................10
REFERENCES..............................................................................................................................15
1

CHAPTER 1: INTRODUCTION
1.1 Chapter Overview
Aim of this section in research is to provide overview related to the topic i.e., to study the
influence of Internal marketing practices on human resource of company. Along with this, role
social media play within internal marketing for influencing human resources. Moreover, this
section of research will also highlight research background and subject matter along with its aims
and objectives. Researcher will identify the impact of internal marketing on human resource
division of company. For carrying out this research selected organisation is KPMG, Dubai.
Further respective dissertation will progress in next chapter 2 which will conduct depth
discussion on critical review of literature related to the topic (Kadhem and Jawad, 2019). This
section will look within various aspect of IM and it will also divided within several sections.
Apart from this, 3 chapter of research is methodology which will analyse that how primary and
secondary method will utilise for gathering data. After this research will come to it 4 chapter i.e.,
Finding and analysis within this investigator will conduct interview from selected respondents
for gathering information and data within effective manner. Finally, end part of this report is
chapter 5 i.e., conclusion and recommendation within that investigator will give recommendation
to company in relation of IM utilisation as well as how social media will affect IM for
influencing HR of business.
1.2 Background
In every company, internal marketing have its great importance mainly within
organisations who are operating in service sector. It is because employees directly deal with
customers mainly they are front-line staff members. Thus, it is essential for business firm to
focus on internal marketing which simply means that KPMG company have to take care of their
human resource also. By considering them as an internal customer of their business firm because
Human Resource is important part of an organisation as well as manage its working in effective
manner (Podnar, Kohont and Jancˇicˇ, 2017). Such practices can only done by offering services
as well as benefits which help in enhancing performance of entire KPMG Company. In addition
to this, main objective of internal marketing is to prepare their staff members in effective manner
for serving customers in appropriate way, make them satisfy as well as loyal towards business
2

firm. This overall help Respective company is achieving profitability, loyalty of customers as
well as also result in reducing employees turnover ratio.
In last few years, social media has taken better position within business environment for
promotion purpose as well as also become an topic of discussion within society. Along with this,
people easily sphere time out of their busy life for using social media. At social media platform
there is freedom of interaction with each other which have wide influence on business and their
promotional activities now a days (Shaikh, 2018). Different platform of social media i.e.,
Facebook, Twitter, Instagram, LinkedIn and many more played crucial role within internal
marketing which also have effect on human resource of business firm for conducting their
operations within effective manner. As business environment is dynamic in nature and within
this several modification take place which result in changes within strategy of company. Such as
uses of social media is rapidly increasing within general public as well as also in consumers of
company which positive impact on KPMG in conducting their promotional and advertising
activities within appropriate manner.
In present scenario, most of the organisations are active on social media as well as
directly linked their corporate websites on social network sites such as Facebook, LinkedIn,
Instagram, YouTube and Twitter. They are doing such practices for promoting their brand and
also for providing support to them in conducting their advertising related activities.
1.3 Rationale
Importance of this research is based on several concepts related to the same. Internal
market impact on human resource performance of service sector companies is one of the research
which conduct in UAE. Main objective of conducting study is to analyse the elements of internal
marketing which affect performance of Human Resource within organisation. Along with this,
respective study also focus on analysing the role of social media within internal marketing
(Kanyurhi and Akonkwa, 2016). Moreover, this research value the role which internal marketing
play within business firm and also its impact over the performance of employees. Furthermore,
by conducting this research several suggestions as well as recommendation has been analysed
which assist in enhancing performance of HR within business firm.
It has been believed by investigator that internal marketing have its wide scope within
business environment as well as on the performance of employees who are working within that
organisation. By conducting this study knowledge has been get enhanced which help individual
3

at both level personal and professional. In addition to this, these are several organisations who
are using social media as their internal communication purpose. Because it is effective tool by
which important information will share within effective manner (Nart and et. al., 2019). Along
with this, social media application also utilise for conducting promotion activities of company
within business environment.
1.7 Research Scope
This study focus on internal marketing and its impact of human resource performance of
organisation for accomplishing their goals in effective manner. Along with this, major focus of
the research is how internal marketing put impact on human resource of company for achieving
their goals and objectives. Along with this, influence of social media on internal marketing
practices of company will also analyse through conducting this research. Scope of conducting
this study is on conductive side of internal market and its influence of human resource for
improving organisational performance.
1.8 Research Approach & Strategy
There are mainly two type of research strategy i.e., qualitative and quantitative. In
quantitative research data gathered is always in numerical form as well as analyse through
statistical and mathematical methods. If no numbers included within data then it is not
quantitative research and there are several sources of gathering quantitative data such as surveys,
observations as well as secondary data (Kimura, 2017). On the other hand, qualitative research
don't include numbers or numerical data. It includes words or language and also utilise pictures
as well as other observations. There are several sources of gathering qualitative data or
information such as interviews, focus groups, observation, secondary data, postcards and many
more. For conducting this research qualitative research method will utilise within this source of
gathering information and data will be semi-structured interviews.
Apart from this, there are mainly two research approach i.e., inductive and deductive
which help investigator in gathering information within effective manner. Inductive research
approach is also known as inductive reasoning and it start with theoretical frameworks as well as
observations which take place at the end of research procedure as outcome of observations. In
the beginning of research no theories will implement. On the other hand, deductive approach is
related with developing hypothesis which based on existing theory as in this research study will
design for testing hypothesis. In simple term it can be said that, deductive approach have short
4

time availability for completing research as well as it avoid risk. In this research, investigator
will implement deductive research approach for accomplishing goals and objectives of it.
2.5 Conceptual Model
This research has been conducted for identifying the influence of internal marketing on
human resource of business firm which result in job satisfaction, loyalty of staff and many more.
This research have basic hypothesis related to the importance of relation within elements of
internal marketing as well as internal customers (Abbas and Riaz, 2018). In this, descriptive
research model utilize for elaborating factors related to internal marketing which directly impact
on internal customers in several manner such as their loyalty, job satisfactions, trust, expectations
as well as utilization of social media application within internal marketing for influence
behavior which is related to human resource. Apart from this, in next research next chapter is
methodology within that it I important for investigator to implement suitable research
philosophies as well as strategy for investigating aims and objectives of research.
3.1 Chapter Overview
Main objective of this research is to determine how internal marketing media can be
utilize for influencing human resource of business firm as well as it have positive effect on
behavior of personnel in UAE market area. Within this research several chapters are includes
which help in accomplishing goals and objectives of study. Out of which in this, research
methodology is important section because with the assistance of this it has been determined that
which approach will be suitable for investigator for conducting research in effective manner.
Along with this, there is an recommendation section also in research within that investigator give
suggestions to company that what practices will be suitable for them in accomplishing goals and
objectives of business.
3.2 Research Philosophy
There are two type of research philosophies i.e., interpretivism and positivism.
Interpretivism is also named as interpretivist which include investigator to interpret the major
factors of study. In simple term it can be said that interpretivism integrates interest of human
being within study area. Moreover, interpretive researchers assume accessibility to reality of
investigation. On the other hand, positivism research philosophy is based on quantifiable
5

observation which result in statistical analysis. For conducting this research interpretivist
research philosophy uses by investigator and objective of investigator will supported by
qualitative method of data collection through semi-structured interviews.
3.3 Research Approach
For conducting this research, investor utilize deductive research approach and in this for
gathering information and data qualitative method will be uses (Álvarez-González and et. al.,
2017). Qualitative research don't include numbers or numerical data. It includes words or
language and also utilize pictures as well as other observations. There are several sources of
gathering qualitative data or information such as interviews, focus groups, observation,
secondary data, postcards and many more. For conducting this research qualitative research
method will utilize within this source of gathering information and data will be semi-structured
interviews.
Deductive approach is related with developing hypothesis which based on existing theory
as in this research study will design for testing hypothesis. In simple term it can be said that,
deductive approach have short time availability for completing research as well as it avoid risk.
In this research, investigator will implement deductive research approach for accomplishing
goals and objectives of it.
3.4 Participants
For conducting research there is requirement of several participants through which
investigator can gather information and data. By conducting semi structured interview researcher
will collect data from several participants i.e., department heads, management staff as well as
other staff member of business firm. In this style open ended questions are included with the
motive of maximum inputs from the participants involved within research (Yu and et. al., 2019).
Detail related to the interview has been written down for highlighting the pattern in which
interview will going to conduct. By investigator targeted audience are managers, department
heads, management employees as well as several other staff members of company. There was
approx. 360 people within KPMG, Dubai out of this by researcher target population is of 90.
From these peoples around 20 has been selected by investigator as their sample size for
conducting entire study.
There are two type of sampling method which utilize in research for gathering
information or data i.e., sampling and non-probability sampling. Within this study, researcher
6

will use non-probability sampling method for selecting respondents by whom questions will
asked related to the selected topic (Ratnasari and Pamungkas, 2019). Along with this, it has been
determined that purposive sampling method is suitable while considering the constrains at work
in relation of time and job schedule.
3.5 Data Collection and Analysis
There are mainly two type of data collection method i.e., primary and secondary. In this,
primary data collection method is process through which data and information gathered is fresh
which has been never published before in any journal, books, paper or articles. There are several
method of gathering primary data such as interview, questionnaire and many more. On the other
hand, secondary method of data collection is that which gather available information or that has
been already published in any book, journal etc.. There is wide difference within primary and
secondary data collection method such as for conducting new research primary method will
utilize whereas secondary includes analyzing existing research (Mainardes, Rodrigues and
Teixeira, 2019). For conducting this research both primary as well as secondary method will
utilize by investigator which help them in gathering information related to the topic within
effective manner.
In relation of primary method, Pilot testing will uses by investigator it is type of software
testing which verifies components of system within real-time operating conditions. In addition to
this, pilot testing verifies main functions of system before entering within production procedure.
Within this testing method, specific group of end users try system under test as well as provide
feedback's before overall preparation of system. Through this method data collected will
summarized as well as structured by researcher in proper manner. In addition to this, Microsoft
excel is the tool which will utilize for analyzing data which has been collected through
qualitative means by using semi-structured interviews. It has been already discussed that, key
words which identified through interview help in accomplishing objectives of entire research as
well as finding will derived by analyzing these factors in proper manner.
3.6 Place Fieldwork will be conducted
For conducting research it is important for investigator to keep in mind convenience of
participants. Thus, option should be given to interviewee of personal meeting or interview by
telephone. Along with this, information related to the duration of interview should be given as
well as it is important to select such location which have to be in convenience of each and every
7

person. Within past three decades conducting interview through telephone is becoming most
increasing. Thus, telephonic interview is the most suitable method for gaining evidence by
relevant literature within that there are scores of articles which are based on telephones
interview.
3.7 Reliability & Validity
Validity as an indication of accuracy in terms of the extent to which a research
conclusion corresponds to reality (Olson and et. al., 2018). Reliability has been described by as
the ability of any research study to have internal stability and consistency of approach if the same
has to be repeated again in a similar environment. It is in this context that the sources used for
collecting the primary research data should be credible and reliable hence the researcher aims to
use only experienced and senior staff from the case study organization. The staff is well
experienced to give considered opinions on the use of internal marketing. For the secondary
research, researcher has used the premium search engine like Google Scholar to access peer
reviewed journals, articles and books which are endorsed as reliable academic research. There
are other articles and researches published on the net that has done comprehensive studies on
internal marketing which will contribute to the body of secondary research.
3.8 Ethics
This study related to internal marketing is approved by Ethics Committee as well as it has
been states by investigator that each and every candidate is taking participation voluntarily and
on them there is no compulsion. In research for gaining consent of participation proper
communication process has been designed which taken place through e-mails (Abbasi and et. al.,
2017). That form include important information related to the research and take consent of
respondents that they are taking participation voluntarily as there is no burden on them. Along
with this, it should be ensure by investigator that personal information of participants will not
going to share with third party because such practices are unethical. Detail of researcher have to
be share with respondents because if they want to withdraw from research then it will be easy to
inform investigators.
5.1 CHAPTER OVERVIEW
Main objective of this research is to determine how internal marketing media can be
utilise for influencing human resource of business firm as well as it have positive effect on
8

behaviour of personnel in UAE market area. In addition to this, how social media will be uses in
Internal marketing. Investigator will summarise what will going to be highlight within this
research as well as also provide recommendation for accomplishing aims and objectives of
company in effective manner which has been already discussed in introduction. Apart from this,
it has been determine by researcher that given recommendation will provide assistance to
company in accomplishing their objectives as well as also in effective implementation of Internal
marketing practices (Punjaisri and Wilson, 2017). This entire research will conduct through
semi-structured interview of KPMG's staff member. This research will determine the impact of
internal marketing on human resource of respective business firm.
5.2 CONCLUSION OF STUDY
After going through entire discussion within research, it has been summarised that
company want to satisfy their their customers which can be only possible when their staff
members are satisfied by their job roles. Moreover, it has been suggested by various scholars that
Internal marketing is the best tool by which KPMG can retain their qualified, skilled as well as
experienced staff members. Along with this, it also help in making them feel like appreciated as
well as valued. This help KPMG in gaining positive outcomes such as boosting morale of
employees, enhancing their performance & productivity, offering quality services to customers
and many more. Internal marketing have its wide importance within service industry and it also
play essential role in serving their customers within effective manner. Company can gain only
profit as well as loyal customers only when they provide better services to their customers.
Moreover, it has been believed by investigator that Human Resource manager of KPMG, Dubai
have to design training and development plan for their workers. Because it will result in reducing
high rate of absenteeism, minimise turnover ratio, increase productivity and many more. As such
session help employees in feeling like part of company and also that their practices are essential
for business firm. For an organisation it will be worst to losses their external customers so it is
essential to serve their customers in effective manner. For managing overall working in effective
manner it is responsibility of manager to communicate with their internal customers for
understanding their needs, aims, wants, concern, perspective. Taste, preferences etc. because it
will help them in serving within effective manner.
It has been already discussed that, there are several paper which written about internal
marketing as well as human resource. But out of these few only cover combination within both
9