Browsing by Author "Berehane Zegeye"

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    The Effect of Internal Marketing on Customer Perceived Service Quality: The Case of Ayat Share Company
    (Addis Ababa University, 2024-10) Berehane Zegeye; Saleamlak Molla(PhD)
    The purpose of this paper is to investigate the effect of internal marketing on customer perceived service quality: The case of Ayat share company. The study was Explanatory and quantitative in its approach. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 283out of 292 questionnaires distributed to employees and out of 285 distributed to customers 283 fully returned. convenience sampling technique used, and data collected from employee and customer who are willing to filling the questionnaire in time of data collection. Pearson correlation and multiple linear regressions were used to examine the relationships among the variables in the study. The software utilized for analysis was SPSS V20. The results indicated a significant impact of internal marketing dimensions on employee job satisfaction and customer perceived quality of service at a significance level of α ≤ 0.05. All dimensions of internal marketing were found to have a positive correlation with customer service quality. Motivation, internal communication, training and reward are predictors of customer perceived service quality with beta values of .168, .374,0.043 and.380 respectively, that have positive contributions for variation in customer perceived service quality. The study's findings clearly show that it was limited to Ethiopia, so the results' applicability in other nations may differ. Additionally, since the study was carried out in the real estate sector, its application in other industries, such as finance and health, might not yield the same results. Key Words: INTERNAL MARKETING, EMPLOYEE SATISFACTION, INTERNAL MARKETING DIMENSIONS, CUSTOMER PERCIVED SERVICE QUALITY