Abstract
Internal marketing remains an important business strategy that contributes meaningfully to the welfare of the banks’ employees who play the role of internal customers in their organizations thereby enhancing organizational commitment. To improve productivity and stand the taste of time, bank management should avail themselves of the opportunities offered by internal marketing. Therefore, this paper attempts to review the relationship between internal marketing and customer orientation on one hand and between internal marketing and organizational commitment on the other. The paper employs the library method to collect information and thereby subject this information to analysis by adopting comparative, deductive and inductive methods. It was establishes that internal marketing has significant effect on organizational commitment and customer orientation. Equally, internal marketing is found to be positively related with each of the personality factors as exhibited by the employees in the discharge of their responsibilities except internal communication which shows a no positive relationship. It was concluded that internal marketing is a mechanism that can be adopted by organizations especially bank management in their core operations and values in order to achieve their set objectives.
Highlights
Internal Marketing has continued to generate attention in both academic and professional realms
It must be stated at this juncture that apart from the fact that the study concluded that internal marketing had significant positive impact on organizational commitment, job satisfaction and citizenship behaviour, it has the potential to bring about voluntary behaviour in work environment thereby necessitating the accomplishment of the organizational goals
The result of the findings revealed that internal marketing had a strong impact on the organizational commitment directly and indirectly through market orientation
Summary
Internal Marketing has continued to generate attention in both academic and professional realms. Some writers have tried to examine impact of internal marketing on customer orientation (Gounaris, 2008; Awwad & Agti, 2012; Shahsavani, Dolatabadi, & Ranjbarian, 2012; Oyeniyi, 2013) while others have focused their attentions on the impacts of internl marketing on organizational commitment (Gilaninia, Taleghani & Baghrabad, 2013; Shekary, Moghadam, Adaryany, & Moghadam, 2012; Narteh, 2012). Most of the previous studies have been concentrated on the relationship between internal marketing and organizational commitment on one hand and the relationship between internal marketing and organizational commitment with job satisfaction as mediating factors. Few studies have been concentrated on the relationship between internal marketing and customer orientation; the role of personality factors as a mediating variable
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