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Enhancing Employee Engagement Through Internal Marketing: A Case Study of Higher Education Administrative Staff’s Perceptions and Experiences

Author

Listed:
  • Evdoxia Kyriacou

    (University of Limassol)

  • Ioanna Papasolomou

    (University of Nicosia)

  • Anna Zarkada

    (Cyprus University of Technology)

Abstract

In the context of rapid technological change and evolving expectations, Higher Education Institutions (HEIs) face increasing pressure to enhance performance by investing in their internal human capital. Internal Marketing (IM) has emerged as a strategic approach to fostering positive employee outcomes, including engagement, satisfaction, and commitment. This study employs a qualitative case study design to explore how IM strategies influence employee engagement (EE) among administrative staff in a Cypriot HEI. Fifteen semi-structured interviews were conducted across multiple hierarchical tiers, capturing employees’ lived experiences and perspectives. Transcripts were analyzed thematically, revealing that transparent communication, meaningful recognition, inter-functional coordination, empowerment, autonomy, and inclusion in decision-making act as key drivers of engagement, enhancing commitment while mitigating emotional fatigue. The findings highlight the importance of employee-centered marketing that engages staff as strategic partners in value creation and organizational alignment.

Suggested Citation

  • Evdoxia Kyriacou & Ioanna Papasolomou & Anna Zarkada, 2026. "Enhancing Employee Engagement Through Internal Marketing: A Case Study of Higher Education Administrative Staff’s Perceptions and Experiences," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business,, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-032-26496-1_7
    DOI: 10.1007/978-3-032-26496-1_7
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