Internal Market Orientation Operationalisation, Job Satisfaction, Employee Commitment and Loyalty in the Context of Retail Business

The present study is devoted to the analysis of the effectiveness of the internal marketing system of a large multi - format retailer - X5 Retail Group - through the assessment of satisfaction and involvement of line staff. In the first Chapter of this study theoretical frameworks in the field of job satisfaction and personnel involvement were examined, as well as existing approaches to understanding the concept of internal marketing of the company were observed. The second Chapter of the research work is devoted to the description of the key activities in the field of social policy carried out by X5 Retail Group. This part of work also includes the analysis of the economic effect of the methods used and methodology of future empirical research. Finally, the final part of the work provides the results of the employee engagement and satisfaction level obtained in this study were deciphered and analyzed, as well as recommendations for improving the satisfaction and involvement of the personnel Of X5 Retail Group. The list of critical zones of the company includes such factors as wages and benefits, as well as changes and innovations. The system of internal relations and the content of the work are the strengths of the internal marketing system. In the context of a strong need to attract young people to non-prestigious professions, increasing competition in the field of food retail and high turnover rate, the company's management should focus on maintaining and improving the positive aspects of its social policy and internal marketing system, as well as promptly review and adjust its own critically weak areas.