Effect of Internal Marketing on Organizational Commitment of Selected Commercial Banks in the South-South Geopolitical Zone of Nigeria
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Effect of Internal Marketing on Organizational Commitment of Selected Commercial Banks in the South-South Geopolitical Zone of Nigeria

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– Effect of Internal Marketing on Organizational Commitment of Selected Commercial Banks in the South-South Geopolitical Zone of Nigeria  –

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Abstract

The focus of this study is on “The Effect of Internal Marketing on Organizational Commitment of Selected Commercial Banks in the South- South Geopolitical zone of Nigeria”. Descriptive research survey was used for the study. The study comprises both primary and secondary data used in generating the results for the study.

Population of the study include: banks’ staff and customers of both Zenith Bank Nigeria Plc., First Bank, Access  Bank and United Bank for Africa in Cross River, Rivers, Bayelsa and Delta States and their customers respectively for banks’ staff, 160 and 167,000 for their customers.

A sample size of 160 and 400 for banks’  staff  and  customers respectively were determined using Taro Yamane’s formula. The data were presented using percentages, pie chart and bar charts. Cronbach alpha was used to determine validity with a value of 0.95. Multiple linear regression was used in testing all the hypotheses.

Training  of employees did not significantly contribute to the improvement of organizational commitment, job satisfaction significantly affected organizational commitment, understanding significantly affected organizational commitment., and inter-functional coordination significantly affect commitment in the organization.

The major recommendations made included that managers of commercial banks in the south-south geopolitical zone should ensure that their staff are adequately motivated. This if properly maintained will improve service delivery by staff of these banks in the zone. When staff are trained, they become more productive in discharging their duties.

Introduction

1.1 Background of the Study

The shift toward recognizing the importance of human capital in the industrial age has led companies to change their paradigms about employees’ management. Successful companies no longer  see employees as resources whose primary function is to provide  goods  and services. Instead employees are seen as critical to the capability of organizations.

Internal marketing is treating both employees and customers with  equal importance through proactive programs in order to achieve organizational objectives. According to Payne (1993), the key aims of internal marketing are the development of internal and external customer awareness and the removal of functional  barriers  to achieving organizational effectiveness.

Lack of commitment from employees can be harmful to an organization, resulting in poorer performance arising from inferior services offerings and higher costs. The introduction of internal marketing will mean that employees will input maximum rather than minimum effort thereby better satisfying the needs and wants of external customers.

Internal marketing could be the answer to gaining employees commitment, succeeding where traditional internal communications programs have failed (Hoqq, 1996). According to Kotler  et  al., (2009:64), internal marketing is the tasks of hiring, training, and motivating able employees who want to serve customers well.

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