Based On Internal Marketing Perspective Of Private Enterprise Employee Loyalty

Private economy is an important part of our countty's market economy, and it has experienced a boom phase. However, for the reasons of society, history and their own various reasons, private enterprise employee loyalty has been in a relatively low level, causing the current employees of private enterprises with high mobility. For the lack of advanced concepts, systems and management, private enterprises are rarely aware of to improve employee satisfaction by improving employee loyalty level; fewer companies can implement internal marketing management to enhance the level of employee loyalty. On the basic of internal marketing perspective,this paper regards the employees as"internal customers" to research.Drawing on the concept of customer research, this paper extends the traditional concept of customer into internal coustomer- employee, and has analysised the internal customer's behavior and psychological needs, explored the customer psychological perception impacting on the employee loyalty.With the combination of business interviews, expert interviews and literature study, this research has compiled a staff loyalty questionnaire and perceived value questionnaire;by conducting a survey of 3 private manufacturing enterprises'113 employees, this paper has discussed the mechanism berween employees'perceived value and behavior and attitudinal loyalty. Finally, study findings put forward recommendations on enhancing the loyalty of employees in private enterprises.According to preliminary interviews and literature research, this paper has refined and proved by empirical research that staff perceived value contains six dimensions: a sense of pay and benefits, career development, organizational justice, achievement competence, the sense of respect and trust, confidence in the long run; employee loyalty contains two dimensions: behavior and attitude loyalty. This paper presents 13 hypothetical, and there are 12 hypothesis has been proved: pay and benefits, career development, organizational justice, achievement competent , confidence in the long run has significant positive effects on staff behaviors loyalty; pay and benefits ,career development, achievement competent, organizational justice, respect and trust, confidence in the long run has significant positive effects on staff attitude loyalty; and there is a distinct positive correlation between staff attitude loyalty and behavior loyalty;The paper also has reached the level of these perceptions dimensions influencing employee loyalty. In addition, this paper has proved that the employees perceived value and loyalty are significantly different in some demographic variables. The results showed that: a sense of trust and respect on age, organizational justice in educational degree, career development on the rank and nature of job, confidence in the long run and attitude loyalty on the length of serviced are significant differences. Among them, the older employee is with higher sense of trust and respect; the employees with higher education level is with higher sense of organizational justice; managers may have a higher a sense of career development than normal staff; the employee with greater length of service is with srtonger long run confidence and attitude loyalty .