The Impact of Internal Marketing on Job Satisfaction of Employees of Awash International Bank:

Abstract

Quality employee’s issue has received much attention in organizations due to high costs associated with them especially in services sectors. Internal marketing (IM) enhances the success of the marketing practices internally towards achievement of objectives. The satisfaction and retention of quality employees is an essential component of organizational success. Hence, the purpose of this study is to examine the impact of internal marketing on employees job satisfaction in Awash international bank. Data were collected from 252 clerical employees through questionnaire based surveys to investigate the impact of internal marketing on employees’ job satisfaction. The respondents were chosen using convenience sampling method. The four internal marketing factors which are motivation, training and development, communication and empowerment were used in the questionnaire. After collecting the data, different statistical tests including descriptive statistics (mean and standard deviation), correlation and regression are applied using SPSS (statistical package for social science) version 21 software. . The results of the descriptive statistics indicated that the level of internal marketing practices is on average and there is a significant gap of internal marketing practices in Awash international bank. Moreover, the correlation analysis indicates that the overall IM practice has positive influence on employees’ job satisfaction. Furthermore, the multiple regression result shows that except empowerment the three internal marketing factors which are training and development, communication and motivation have a statistically significant and positive impact on employees job satisfaction in Awash international bank. The regression analysis of the model summery indicated that there are other factors in addition to the four internal marketing dimensions that determine the employees job satisfaction in Awash international bank. Therefore, Awash International Bank should try to make every effort to prioritize the important dimensions while practicing internal marketing activities so as to achieve the highest level of employees’ job satisfaction.