The role of internal marketing in job satisfaction: Effects on the self-perceived productivity of bank employees in Latin America; [El papel del marketing interno en la satisfacción laboral: efectos sobre la productividad auto-percibida de los empleados bancarios en América Latina]

Paper Details

Authors: Villavicencio M.F.; Feijoo-Jaramillo I.; Cordero D.; López-Feijoo M.

DOI: 10.18845/te.v20i1.8394

Journal: Tec Empresarial

Year: 2026

Publisher: Business School, Instituto Tecnologico de Costa Rica

Document Type: Article

Open Access: All Open Access; Gold Open Access

Cited by: 0

Abstract

The impact of internal marketing (IM) practices as a strategic driver of employees' perceived productivity has been sidelined in the marketing literature, especially in the context of emerging economies. This study therefore examines the relationships between rewards, internal marketing, job satisfaction, and employees' perceived productivity. Data were collected from a sample of 411 bank employees in Ecuador, Colombia, Mexico, Chile, and Argentina. The results of the structural equation modeling (SEM) indicate that internal marketing, together with financial and psychological rewards, is a significant predictor of job satisfaction, which in turn influences self-perceived productivity. This study offers significant value to marketers and managers seeking to enhance employee performance and commitment. This research not only enriches IM theory by validating its role in the results chain, but also provides banking marketing and HR managers in Latin America with a roadmap for improving internal satisfaction and performance. © 2026, Business School, Instituto Tecnologico de Costa Rica. All rights reserved.

Keywords

employee self-perceived productivity; Internal marketing; job satisfaction; rewards

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