Congruent internal marketing efforts to reduce turnover intentions among restaurant employees in the midst of COVID-19

Abstract

Purpose

The purpose of this article is to examine the factors that influence turnover intentions by examining the effect of congruent internal marketing on turnover intentions among restaurant employees in North Cyprus. The study also integrates work immersion variables to factor in the reduction of turnover intentions of employees.

Design/methodology/approach

The quantitative study employed questionnaires distributed to 150 participants at various restaurants throughout Northern Cyprus. The study's results were utilized to examine the effect of several components of congruent internal marketing on turnover intention, including work engagement, job satisfaction, coaching and employee development structural equation modelling.

Findings

The study confirmed a positive and significant relationship between congruent internal marketing and turnover intentions, work engagement, job satisfaction and management coaching. It is evident that congruent internal marketing is contingent on elements that minimize employees' turnover intentions. Given the increasing pace of voluntary and involuntary turnover, it is critical to provide concise research for both present and future analysis.

Research limitations/implications

The data collection for this study was limited to the cities of Northern Cyprus, as it focuses on small business operations. Additionally, the researchers were able to collect data from only 30 establishments during the pandemic. Quintessential implication of the current study posits how internal marketing efforts coupled with coaching and engagement practises helps to reduce turnover.

Originality/value

Recently, turnover intention has emerged as a major source of concern for business and organizational survivors, particularly during this COVID-19 pandemic. This had a detrimental effect on local and international enterprises, health, education, hotels and tourism. In essence, the current crisis has had a profound effect on both internal marketing and employee turnover intentions. Drawn from the POS and SET theories, the current study develops and tests parsimonious model in fostering avenues to reduce turnover.

Citation

Uludag, O., Oluwajana, D. and Ekanem, E. (2023), "Congruent internal marketing efforts to reduce turnover intentions among restaurant employees in the midst of COVID-19", Kybernetes, Vol. 52 No. 7, pp. 2347-2370. https://doi.org/10.1108/K-03-2022-0478