The Relationship Between Internal Marketing Practices And Employees’ Organizational Commitment, The Case Of Awash Insurance Company S.C.
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Date
2017-06-22
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Addis Ababa University
Abstract
The objective of this study is to investigate the relationship between internal marketing and employees’ organizational commitment in Awash Insurance Company (AIC). This research uses a cross-sectional study to survey the relationship between internal marketing and employees’ organizational commitment. The population of interest in this study was professional staff of AIC. One hundred and twenty three questionnaires were distributed and 106 questionnaires were returned, yielding a response rate of 86.16%. The findings reveal that there is significant relationship between internal marketing and employees’ organizational commitment. It is recommended that there is need for AIC to sensitized of their role in spearheading internal marketing initiatives, for a more proactive approach and for effective implementation of internal marketing strategies. The study will be of value to future scholars by stimulating further research to develop a better understanding of internal marketing best practices applied in Ethiopian insurance industry.
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Internal marketing, employees’ organizational commitment, human resource management