The Effect Of Internal Marketing On Service Quality In Selected Ethiopian Pharmaceutical Industries. (The Case Of Addis Pharmaceutical Factory And Cadila Pharmaceuticals Ethiopia Limited Company.)
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Date
2019-06
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Addis Ababa University
Abstract
Internal marketing is a way of promoting the company and its products to its employees, (Greene et al., 2003). It aims to reach on to customers through the development and motivating members of the organization that they carry out their tasks to the fullest quality (Al-Hariri, 2006). The goal of internal marketing is to identify and satisfy employees' needs so that employees can be retained and provide quality service to external customers (Berry 1984; Johnson et al. 1986; Kotler and Armstrong 1991). Quality service is a global judgment, or attitude, relating to the superiority of the service Parasuraman & Berry, (1988). Due to the increasing competitiveness among business organizations in recent years, the organizations began to focus on their employees by realizing the importance of investing in workers (Cassunde et al., 2014). The objective of this study is to examine the effect of internal marketing on service quality in selected Ethiopian pharmaceutical industries. The researcher used quantitative research approach and both descriptive and explanatory research design to examine and measure the relationship between internal marketing and service quality in Ethiopian pharmaceutical industries. Sampling technique was purposive sampling which was used to gather quality information from selected professionals those who involve directly in delivering quality service and believed to be key informants. The data was collected by using structured self-administered questionnaire and analyzed using the SPSS to show the relationships between internal marketing and service quality by descriptive statistics and correlation analysis. The findings of the study suggested that internal marketing has a direct relationship with service quality as correlational analysis has shown strong positive relationship. Internal consistency reliability test was used to determine relationships among scores derived from individual items within a test. In conclusion, internal marketing positively and significantly influences service quality as the results from all dimensions of internal marketing have shown a direct relationship with service quality. Finally, the study recommended Ethiopian pharmaceutical industries to train, reward, empower and communicate employees for better delivery of quality service and similar studies would also recommended to be conducted by students, academicians and researchers
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Internal marketing, service quality