An assessment of employee discern for internal marketing strategies in software export companies

The enormous progression of the communication and technology sector in post economic transformation, specifically in software and service exports, has had an impact on India's economic growth. Companies in the software business are constantly driven to deliver better service as customer expectations continue to rise. For success in the marketplace, businesses must integrate their offerings and differentiate themselves. The research intends to assess employees' insights into internal marketing strategies deployed by software export companies that serve customers and evaluate the effect of employees’ demographics on the company's internal marketing initiatives. The results reveal that the respondents have a significant impression of the eight identified dimensions related to internal marketing strategies, and the demographics also show a significant association with the internal marketing initiatives of software export companies. The outcomes of the research could assist management in strengthening their internal marketing processes and developing key initiatives to better serve customers.