The Effect of Internal Marketing on Employees productivity: In Case of Commercial Bank of Ethiopia South Addis District

Abstract

The importance of internal marketing in the achievement of strategic business objectives in the service industries. This study had major objectives to see the effect of internal marketing on employees’ productivity by taking commercial banks of Ethiopia south Addis district as case study. The independent variables are internal marketing element stated by Mohammed and Rafiq which is motivation and satisfaction, customer orientation and satisfaction, internal coordination and integration and market like approach and the dependent variable are employees’ productivity. Data was collected structured questionnaires which was self-administered. The response rate was 93%. Data was analyzed by using a correlation and multiple regression presented in tables. The study found out that all of the surveyed commercial banks of Ethiopia south Addis district indicated that each independent variable has a significant relation on the employees’ productivity. From the result applying internal marketing in the bank has a positive effect in employees’ performance. It is recommended that CBE south addis district should Appling internal marketing strategies as one strategies in order to have satisfied employees, customer oriented, good coordination with in the bank finally the strategies can have a positive result on productive employees. In return if employees are productive the bank can deliver a quality service and easily achieve organizational objective