The Effect of Internal Marketing on Customer Orientation: The Case of CBE
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Workneh, Kassahun | |
| dc.date.accessioned | 2021-05-06T05:52:45Z | |
| dc.date.accessioned | 2023-11-04T14:09:29Z | |
| dc.date.available | 2021-05-06T05:52:45Z | |
| dc.date.available | 2023-11-04T14:09:29Z | |
| dc.date.issued | 2016-05 | |
| dc.description.abstract | Today, the competitive environment of banking industry employees' customer orientation is one of the most important capital and success factor of the organization. Therefore, knowing factors influencing customer orientation can help to develop this capital. On this basis, this study aims to provide empirical evidence on the effect of internal marketing on customer orientation of CBE. A quantitative research approach was applied to collect data from employees in the CBE. The target population of the study was CBE employees assigned in the area where there is a direct contact with customers (frontline employees). Simple random sampling technique was employed and sample sizes of 341 frontline employees were selected. To accomplish this, a questionnaire survey was conducted by taking the most important internal marketing dimensions that were identified by several researchers from literature. For the sake of achieving the objectives of this study, questionnaires were analyzed using descriptive and inferential analyses with the help of SPSS version 20 statistical software program. The study reveals that all internal marketing dimensions such as empowerment, training, internal communication and reward have significantly and positively effects on customer orientation of CBE frontline employees. The result confirms the hypothesized relationships in the research model. Thus, managers and policy makers in the bank needs to emphasis this idea of internal marketing and apply this concept in a more focused and thorough manner | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26308 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Internal marketing | en_US |
| dc.subject | Empowerment | en_US |
| dc.subject | Training | en_US |
| dc.title | The Effect of Internal Marketing on Customer Orientation: The Case of CBE | en_US |
| dc.type | Thesis | en_US |