Internal marketing and intention to stay: the synergy of growth mindset and psychological ownership as serial mediators

Purpose This study aims to investigate the impact of internal marketing (IM) dimensions – internal communication (IC), internal market research and training – on private bank employees’ intention to stay, highlighting the serial mediation of growth mindset (GM) and psychological ownership (PO). Design/methodology/approach The data for this study was gathered from 644 employees working for five prominent Indian private banks. The survey encompassed employees from six major cities, including areas with a significant density of private bank branch networks. Findings Apart from internal market research, the study reveals that training and IC favourably influence employees’ intention to stay. All dimensions of IM influence GM, which further influences intention to stay as well. Furthermore, related favourably to IM, PO boosts intention to stay significantly. Emphasizing their relevance for retention, GM and PO help to mediate the relationship between IM and intention to stay. Nevertheless, highlighting the primary relevance of GM and PO in employee intention to stay, the serial mediation between training and intention to stay is not substantial. Originality/value This study is one of the first, to the best of the authors’ knowledge, to investigate the functions of GM and PO within the context of IM. It provides fresh insights into the ways in which these psychological aspects influence employees’ intention to stay with the company.