The Effect Of Internal Marketing On Organizational Commitment Of Employees: The Case Of Commercial Bank Of Ethiopia
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Mekonnen, Geleta | |
| dc.date.accessioned | 2018-10-19T06:32:45Z | |
| dc.date.accessioned | 2023-11-04T14:08:25Z | |
| dc.date.available | 2018-10-19T06:32:45Z | |
| dc.date.available | 2023-11-04T14:08:25Z | |
| dc.date.issued | 2017-05-19 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/12944 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Internal marketing | en_US |
| dc.subject | Training | en_US |
| dc.subject | Empowerment | en_US |
| dc.title | The Effect Of Internal Marketing On Organizational Commitment Of Employees: The Case Of Commercial Bank Of Ethiopia | en_US |
| dc.type | Thesis | en_US |