18. QUIET QUITTING: THE KEY ROLE OF HR MARKETING IN MAINTAINING ENGAGEMENT

In a situation characterized by the rise of discreet disengagement in companies, this article is interested in the role of human resources marketing in improving employee engagement, by targeting the phenomenon of quiet quitting. Our study was produced in the Moroccan banking sector, more precisely in Casablanca, based on a quantitative study conducted online with 61 participants. Its primary purpose is to analyze the relationships between the sense of belonging, the perception of human resources practices and the adoption of quiet quitting. The results highlight that lack of recognition seems to be the main source of disengagement. Moreover, the most relevant HR actions are recognition programs, continuing education initiatives, and internal events. Multivariate analysis also highlights a significant correlation between quiet quitting and a low level of organizational commitment. These results reveal the importance of implementing tangible HR practices, adapted to the context and centred on the human, in order to prevent and gradually limit disengagement. The study also highlights opportunities to integrate engagement indicators into HR management and promote an organizational culture based on listening, valuing and communication.

SADER, SAHAR; YOUSFI, LALLA SARA; CHABBA, LOUBNA; RHALLAB, RIM

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58298

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58298