Article Details
  • Published Online:
    April  2025
  • Product Name:
    The IUP Journal of Organizational Behavior
  • Product Type:
    Article
  • Product Code:
    IJOB030425
  • DOI:
    10.71329/IUPJOB/2025.24.2.55-81
  • Author Name:
    Simran Kaur and Mandeep Kaur
  • Availability:
    YES
  • Subject/Domain:
    Management
  • Download Format:
    PDF
  • Pages:
    55-81
Volume 24, Issue 2, April 2025
Impact of Internal Marketing Dimensions on Employee Optimism: A PLS-SEM Study on Private Sector Banks in Punjab
Abstract

The study examines the relationship between internal marketing dimensions and employee optimism among private sector bank employees in Punjab. The top five private banks in India with the largest concentration of branches and five Punjab cities with the densest banking networks, contributed 644 respondents to this crosssectional survey. The PLS-SEM analysis was done using SMARTPLS 4.0. Training, internal communication, and internal marketing research all showed a good correlation with employee optimism. The findings illustrate that there is a positive and significant relationship between the internal marketing practices of an organization and employee optimism.

Introduction

Optimism is a very strong attribute but might seem straightforward at first. It proves to be helpful as optimists tend to deal with tough situations in a better manner, displaying more resilience. Optimists believe that they can amend their circumstances. As bearers of growth mindset, optimists tend to take positive steps to create their future. Optimism