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.
Highlights
Today, organizations operate in a dynamic, uncertain and challenging environment
Many marketing scholars argue for the strong effect of the powerful internal marketing on both internal and external customers, this work examined the effect of internal marketing on employee job satisfaction in selected commercial banks
It was discovered that employee training has significant positive effect on employee job satisfaction in commercial banks in South East Nigeria
Summary
Organizations operate in a dynamic, uncertain and challenging environment. Continuous changes and transformations in the socio-cultural conditions, as well as political upheavals, economic cycles, technological advances and changes in international relations all contribute to make the task of operating any organization successfully very daunting. Environmental dynamics and increasing competition lead organizations to become more competitive and to be sensitive to their customers satisfaction (Hassan & Maedeh, 2013) The researchers hypothesize that if internal marketing is effectively implemented, the employee becomes satisfied Against this backdrop, the banking industry has realized the importance of internalizing the marketing skills by all staff in banks to facilitate external marketing to improve customer satisfaction. Based on the foregoing, this study examined the effect of internal marketing on employee job satisfaction in commercial banks in South East Nigeria. In the light of the above identified gaps, this study examined the effect of internal marketing on employee job satisfaction on commercial banks in South East Nigeria using a more robust statistical tool and industry wide data. The specific objectives are to: determine the effect of employee training; internal communication; employee recognition and employee promotion on employee job satisfaction
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