INTERNAL CORPORATE COMMUNICATIONS AS A TOOL FOR BUILDING EMPLOYEE LOYALTY IN THE BANKING SECTOR

UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.02.05.005

Authors

Natalya M. Suray,
Anna V. Strizhakova,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia
Galina V. Zyleva,
College of the Rostov Institute (branch) All-Russian State University of Justice (RPA of the Ministry of Justice of Russia)

Abstract

Internal corporate communications are an integral part of the effective functioning of any organization. They play an important role in maintaining and developing internal connections, exchanging information, establishing communication processes, establishing loyalty to the organization and trusting relationships between employees, which in turn has a huge effect on the entire company as a whole.
The article examines the role of internal corporate communications as a tool for forming employee loyalty in the banking sector using the example of three banks: Otkritie, VTB and Alfa-Bank. These communications are the key resource that ensures a high level of customer service, successful functioning, development and competitiveness of the bank as a whole.
The purpose of the work is to analyze the essence of internal corporate communications as a tool for forming employee loyalty in the banking sector. The article considers the formation of employee loyalty in modern conditions, describes the benefits of loyal employees for the organization. Methods for forming calculated, emotional and normative loyalty are given, tools for increasing loyalty are described.

Keywords

internal corporate communications, employee loyalty, loyalty formation tools, banking, employee motivation