Using AI to Improve Employee Satisfaction through Internal Marketing

Abstract

This study investigates the role of internal marketing and artificial intelligence (AI) in enhancing employee satisfaction and organizational outcomes. Using a quantitative approach, data were collected through structured questionnaires from 124 employees at Ashley Company. The results indicate that internal marketing practices have a significant positive impact on employee satisfaction (R² = 0.549, p < 0.001). Artificial intelligence also significantly influences employee satisfaction (R² = 0.480, p < 0.001). Mediation analysis shows that employee satisfaction partially mediates the relationship between internal marketing and organizational outcomes (R² = 0.694). The findings confirm that satisfied employees contribute to higher organizational commitment, service quality, and sustainable performance. The study concludes that integrating AI with strong internal marketing strategies enhances employee engagement and long-term competitiveness.

This research is significant because it advances both theory and practice. In theory, it broadens the scholarly discourse on the combination of internal marketing and artificial intelligence as a contemporary managerial strategy. Practically speaking, it offers managers and decision-makers insightful information about how to implement AI-based solutions to improve internal marketing tactics and foster a more fulfilling workplace. Understanding how AI may increase employee satisfaction has become crucial for long-term organizational performance in an era where digital revolution is changing organizational structures and employee expectations.