The Effect Of Internal Marketing On Organizational Commitment Of Employees: The Case Of Commercial Bank Of Ethiopia
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Date
2017-05-19
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Addis Ababa University
Abstract
The objective of this study was to examine the effect of internal marketing on organizational
commitment of Employees of CBE. The study used quantitative research approach to collect
data from front line employees of CBE. A survey was made by taking 345 samples of CBE
frontline employees as respondents through Simple random sampling technique. A structured
questionnaire on five Likert scale basis was used to collect data. Both descriptive and
inferential (correlation and regression) statistics were utilized using SPSS version 20 to
analyze the data. The result indicate that all selected dimensions of internal marketing(
training, empowerment, motivation and internal communication) have significantly and
positively affects job satisfaction and job satisfaction has significant effect on organizational
commitment as well. Thus, CBE is recommended to fully implement internal marketing
principles to increase employees’ job satisfaction and organizational commitment and the
Management must consider the organization as its first market and satisfy the needs of its
internal customers. It must also establish on internal marketing program for CBE on the basis
of those internal marketing dimensions which enhance organizational commitment
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Keywords
Internal marketing, Training, Empowerment