Effects of Internal Marketing on Organizational Commitment of Employees: The Case of Awash Bank
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Date
2019-06
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Addis Ababa University
Abstract
The purpose of this study is to assess the effects of internal marketing on organizational commitment of employees in Awash Bank Northern and Western districts of Addis Ababa. Some of the scholars come up with a lot of factors of internal marketing that could have impact on organizational commitment such as motivation, communication, training and job satisfaction. For the sake of achieving the objectives of the study both explanatory and descriptive research were used. The research was conducted through mixed research approach that means both quantitative and qualitative research approaches were used. The quantitative data was collected through using both primary and secondary source of data. The sample techniques employed was simple random sampling techniques. The information used for the study was gathered through self administered questionnaire from a sample of 105 employees of Awash Bank Northern and Western districts of Addis Ababa. The researcher used questionnaires to collect primary data and relevant documents to collect secondary data from the data sources. The data was collected by distributing the questionnaire and analyzed by statistical analysis of both descriptive analysis and inferential statistical analysis such as correlation and multiple regression analysis. The study results revealed that from the internal marketing dimensions constructed have a significant and positive effect on the commitment of employees to the organization. Based up on the findings the researcher recommended the bank needs to give emphasis on practicing internal marketing in order to enhance employee commitment.
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Keywords
Awash Bank, internal marketing, organizational commitment