International Journal of Social Science Research (IJSSR)

Systematic Review on the Theory of Internal Marketing

This systematic literature review synthesizes internal marketing (IM) research from 2000-2024, employing rigorous methodology to analyze theoretical and empirical studies and establish clarity in this strategically important domain. Through comprehensive database searches and quality assessment, the review reveals that internal marketing has evolved from a tactical employee satisfaction tool to a multidimensional strategic approach that helps organizations understand employee needs, prioritize development, and enhance communication and teamwork (Huang, 2021), while integrating employee, customer, and organizational foci (Chen et al., 2021). Five factors have elevated internal marketing's strategic importance: growing emphasis on employee experience; adaptive change management requirements; digital transformation challenges; talent retention imperatives; and internal-external customer alignment needs. The review identifies significant gaps in theoretical integration (limited connection with innovation theories), methodological approaches (insufficient longitudinal research), and contextual applications (underexplored public sectors and cross-cultural contexts). Contemporary trends include digitalization of IM delivery, personalization approaches, and data-driven strategies, while persistent challenges involve measurement difficulties and ROI demonstration. This synthesis contributes by integrating fragmented knowledge, revealing patterns, and establishing a research agenda that advances scholarship and provides practitioners with evidence-based guidance for implementing effective internal marketing strategies.