Sustainable Development of the Mobile Phone Telecommunication Industry of Bangladesh: An Internal Marketing Approach

Surajit Sarbabidya

Customer is considered as the king or queen of the market. Hence, the survival and success of an organization as well as industry in general depends on the satisfaction of such customers. This again depends on the active role and caring service of the customer oriented employees. However, the performance excellence of the latter greatly depends on the satisfaction of the target market. This is where the earlier research studies found that internal marketing can be feasible solution to hire, train, motivate and retain the resourceful employees. But very few of such studies focused on the application of internal marketing in the mobile phone telecommunication industry which has experienced tremendous growth from its inception. So, this indicates to the research problem because there is a research gap. In such context, internal marketing approach may be adopted for sustainable development of this industry by ensuring profitability, satisfaction of the internal people (i.e., employees) to satisfy the external people (i.e., customers) in such a way so that stakeholder and environment friendly telecom business can be developed. With this end in view, the present study aims to examine the relationship between internal marketing and sustainable development of the mobile phone telecommunication industry of Bangladesh. It has been found from a study conducted between October 10 to November 15, 2015 on 123 employees that internal marketing plays important role in the sustainable development of the mobile phone telecommunication industry of Bangladesh through the fruitful contribution of the motivated resourceful employees. The study also found that various motivational measures for the employees including welfare, training, performance based pay, recognition and appreciation, promotion, good workplace, work/life balance, recreation facilities, equal employment opportunity, logistic support, etc., have contributed behind such development. Finally, it can be stated that the study will enable the mobile telecommunication operators to acquire, develop and retain the resourceful employees through various incentives to utilize them to work for the sustainable development of the industry.

DOI : https://doi.org/10.21102/jbpr.2017.12.122.02