"Integración del marketing interno para optimizar la felicidad en el trabajo y reducir la intención de rotar en la era de la Industria 5.0": "Integration of internal marketing to optimise workplace happiness and reduce turnover intentions in the era of Industry 5.0"

Abstract

This study is set within the context of Industry 5.0, where organisations must balance economic objectives with sustainability, ethics, and justice, in accordance with the Sustainable Development Goals (SDGs). Using a non-experimental, cross-sectional quantitative approach, an online questionnaire was employed to collect data from 233 employees across various industries in Mexico. The findings indicate that internal marketing positively affects job happiness and reduces job stress, while job happiness decreases the intention to turnover. However, no significant direct relationship was found between internal marketing and turnover intention. Limitations include the cross-sectional design and geographically restricted sample, suggesting the need for longitudinal studies and more diverse samples. The study's original contribution lies in demonstrating how internal marketing can optimise job happiness and, thereby, influence employee retention and stress reduction, providing a robust theoretical framework for future research in the era of Industry 5.0.