J.P. Bridge
Chief Economist
Kemeroska Operations Office
Alpha Bunk

The motivation of the staff of service providers is being considered, in this case, in the example of banking, using the basic principles of domestic marketing. The need to improve the organizational culture and structure of the organization through internal marketing by integrating the cross-functional interests of the entities of the organization to meet their needs is also justified.

1. Banking motivation system

Internal marketing in the bank provides the internal socio-psychological conditions necessary for the effective functioning of banking personnel. At the same time, the motivation system is a determining factor for staff loyalty, as motivation encourages staff to act and determines the direction of their activity.

Inefficiency staff motivation system This may lead to internal resolution (1), which is characterized by " lack of initiative and commitment to productive work by staff, indifference to the results of their own work, a reduction in the workplace ' s impact to the minimum required, and the predominance of the conception, ultimately, of abandonment (full exodus) " [6].

The characteristics of the staff member ' s conduct [6] are the following:

• Loss of interest in discussions;
• Lack of interest in defending their own view;
• prefers to be among the majority and to share the majority view;
• The lack of a tendency to criticize or comment on working decisions;
• shall not enjoy the freedom to decide;
• Interference in its own area of competence shall be carried out in a calm manner;
• tends to be absent from the workplace, explaining this as a rule of respect;
• Not interested. ♪