Effect of Internal Marketing on Employee Job Satisfaction in Commercial Banks in South East Nigeria

Abstract

This work examined the effect of internal marketing on employee job satisfaction in selected commercial banks in South East Nigeria. Relevant conceptual, theoretical and empirical literatures were reviewed. Equity theory was employed as the theoretical framework. The study adopted survey research design. The population of the study constituted 13,990 customers of five selected commercial banks. The sample size for the study is 389. Employee training, internal communication, employee recognition and employee promotion were employed as the independent variable, while employee job satisfaction, was employed as the dependent variable. Data generated through questionnaire were analyzed using descriptive statistics, correlation analysis and multiple regression analysis. It was discovered that employee training has significant positive effect on employee job satisfaction, in commercial banks in South East Nigeria. The study also found that internal communication has a significant positive effect, on employee job satisfaction in commercial banks, in South East Nigeria. The study further found that employee recognition has a significant positive effect on employee job satisfaction, in commercial banks in South East Nigeria. Finally the study found that employee promotion has significant positive effect on employee satisfaction in commercial banks in South East Nigeria. The study concluded that internal marketing has significant positive effect on employee job satisfaction, in commercial banks in South East Nigeria. The study recommended that banks need to focus on internal marketing programs, to achieve and sustain a competitive position in the market through improved service quality.