HR Marketing And The Formation Of A Positive Internal Image, Case Of The Banking Sector

Adequate management of human resources provides a real response to the challenges facing the company. The creation of a sustainable competitive advantage requires the development of human resources, which is becoming one of the main concerns of companies in the 21st century. Customer loyalty in the banking sector is closely linked to the issue of internal image. A demotivated executive with a negative image of his company will not commit to conveying a positive external image and therefore to building customer loyalty. The internal image is the result of a process of perception influenced by two factors: motivation and company strategy. A bank's reputation and brand image are strongly influenced by the behavior of account managers. This work aims to identify the variables on which the formation of a positive internal image depends. Carried out using a qualitative approach, the results of the empirical study show a change in the expectations of managers requiring the transition to a new psychological contract via a new approach to human resources management. A positive perception of the company and of human resources management services, consideration of individual needs and fair HR practices are the main expectations expressed by the various people interviewed for this empirical study.