Communication and feedback as tools for enhancing employee loyalty

Lukianchuk Olena
Senior Lecturer of the Department of Management National University «Odesa Polytechnic», Odesa, Ukraine, E-mail:helenlykjanchuk@gmail.com, ORCID: https://orcid.org/0000-0003-4593-3130

Akuliushyna Maryna
PhD in Economics, Associate Professor, Associate Professor of the Department of Management National University «Odesa Polytechnic», Odesa, Ukraine, E-mail:akmarin@ukr.net, ORCID: https://orcid.org/0000-0003-0230-4019

Mashniahutsa Oleksii
Bachelor of the Department of Management National University «Odesa Polytechnic», Odesa, Ukraine, E-mail:9560283@stud.op.edu.ua

Received: 10.05.2025    Аpproved: 22.05.2025    Рublished online: 05.07.2025

Cite this article:

Lukianchuk O., Mashniahutsa O., Mashniahutsa O. (2025) Communication and feedback as tools for enhancing employee loyalty. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Komunikacija ta zvorotnyj zvjazok jak instrumenty pidvyshhennja lojalnosti pracivnykiv; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 5 (330), pp.66-71.

Abstract

The aim of this study is to explore the theoretical foundations and practical application of internal communication and feedback as tools for enhancing employee loyalty in the context of labor market transformation and the digitalization of management processes. The main types of communication within enterprises are analyzed, including vertical, horizontal, and informal communication, along with tools that facilitate high-quality dialogue between management and staff. The research methodology is based on the use of methods of scientific abstraction, analysis, and synthesis, as well as comparative analysis, case study method, generalization, and interpretation of empirical indicators (in particular, eNPS and staff turnover rates). The results of the study made it possible to identify a clear correlation between systematic, two-way communication and the level of employees’ emotional and behavioral loyalty. Special attention is given to practical case studies from Ukrainian companies that demonstrate the positive impact of transparent communication policies on eNPS indicators, employee satisfaction, and reduced staff turnover. Practices were analyzed using examples from Ukrainian companies across various sectors, including SoftServe, ArcelorMittal Kryvyi Rih, Nova Poshta, and Ukrenergo. The findings indicate that well-established feedback mechanisms reduce staff turnover risks, enhance productivity, and foster an effective environment for professional interaction. The practical significance of the study lies in the development of applied recommendations for improving internal communication as an element of the HR strategy of enterprises, enabling the creation of cohesive, loyal, and competitive teams in line with the challenges of the modern management environment. The study lies in the improvement of internal communication as part of the company's HR strategy, which contributes to stronger employee cohesion and productivity.

Keywords

communication, employee loyalty, internal communication, feedback, corporate culture, eNPS, human resource management.

JEL classification: D230; J630;DOI: https://doi.org/10.32680/2409-9260-2025-5-330-66-71

UD classification:658.3:005.57

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