The Effect of Internal Marketing on Customer Satisfaction: The case of Bunna International Bank S.C.
| dc.contributor.advisor | kebede, Hailemariam (PhD) | |
| dc.contributor.author | Legesse, Wondwossen | |
| dc.date.accessioned | 2021-01-11T11:54:29Z | |
| dc.date.accessioned | 2023-11-04T14:08:57Z | |
| dc.date.available | 2021-01-11T11:54:29Z | |
| dc.date.available | 2023-11-04T14:08:57Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | The purpose of this study is to explain the role of internal marketing on customer satisfaction of Bunna International Bank. Samples of respondents were drawn from employee and customer of Bunna bank in Addis Ababa branches, where structured questionnaires were distributed. A theoretical framework was used as a guideline to test the role of internal marketing dimensions on customer Satisfaction. An explanatory type of research design was chosen in this study with quantitative method and deductive approach at a cross-section. SPSS V 23 was used to analyze the data collected and to test the hypotheses put forward. The findings of this study then showed that all the dimensions of internal marketing namely, Internal communication, Employee motivation, Employee commitment, Employee empowerment and Employee training have a positive and significant relationship with customer satisfaction of the bank in which led to the acceptance of the five hypotheses. And this was found by running correlation and multiple linear regression analysis on SPSS. These findings can be beneficial to the bank to work on the role of internal marketing in order to make their customers satisfied | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24607 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | internal communication | en_US |
| dc.subject | employee motivation | en_US |
| dc.subject | employee empowerment | en_US |
| dc.title | The Effect of Internal Marketing on Customer Satisfaction: The case of Bunna International Bank S.C. | en_US |
| dc.type | Thesis | en_US |