Research on the Influence of Internal Marketing on the Behavior of New Generation of Knowledge Workers —Intermediary Role of Employee Loyalty

From the perspective of internal marketing theory, this paper introduces the intermediary role of employee loyalty and discusses the mechanism of internal marketing on the new generation of knowledge workers' voice behavior. Through the investigation of 258 new generation knowledge workers, the related analysis and cross-level regression analysis were used to test the impact of internal marketing on the new generation of knowledge workers' voice behavior. The results show that after controlling demographic variables, internal marketing (organizational expectation, organizational communication, training development) has a significant positive impact on the new generation of knowledge workers' voice behavior; Employee loyalty plays a partial intermediary role between internal marketing and voice behavior. In addition, the research results also show that the voice behavior is influenced by the gender and post level. And the post level significantly positively affects the new generation of knowledge workers' voice behavior.