Effect Of Internal Marketing On Employees’ Customer Orientation (A Case Of Commercial Bank Of Ethiopia)
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Date
2017-06
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Addis Ababa University
Abstract
This research paper was conducted to examine the effect of internal marketing on employees’ customer orientation in Commercial Bank of Ethiopia. To investigate such effect, most commonly used dimensions of internal marketing which were training and development, communication and motivation have been identified and used within this study. The target population of the study was employees of Commercial Bank of Ethiopia assigned in the area where there is a direct contact with customers. The data collection through questionnaire resulted from 317 feedbacks received from employees’ of Commercial Bank of Ethiopia. Statistical Package for social studies (SPSS) version 20 was used for analysis. In addition to correlation analysis, further regression analysis was conducted to examine the effect of internal marketing on employees’ customer orientation. The result indicates that all selected dimensions of internal marketing have significant effect on employees’ customer orientation. Therefore, Commercial Bank of Ethiopia is recommended to fully implement internal marketing principles to increase employees’ customer orientation behavior as it is one of the competitive advantages of an organization to remain competitive in such dynamic, ambiguous and turbulent business environment.
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Internal Marketing, Training, Communication