THE EFFECT OF INTERNAL MARKETING ON ORGANIZATIONAL COMMITMENT OF EMPLOYEES: THE CASE OF ETHIOPIAN AIRLINES

Abstract

The objective of this study was to examine the effect of internal marketing on organizational commitment of Employees of ET. The study used quantitative research approach to collect data from front line employees of ET. A survey was made by taking 345 samples of ET frontline employees as respondents through Simple random sampling technique and the study used to explanatory(cause and effect) relationship and descriptive(event occurred) research approach. A structured questionnaire on five Likert scale basis was used to collect data. Both descriptive and inferential (correlation and regression) statistics were utilized using SPSS version 20 to analyze the data. The result indicate that all selected dimensions of internal marketing( training, empowerment, motivation and internal communication) have significantly and positively affects job satisfaction and job satisfaction has significant effect on organizational commitment as well. Thus, ET is recommended to fully implement internal marketing principles to increase employees’ job satisfaction and organizational commitment and the Management must consider the organization as its first market and satisfy the needs of its internal customers. It must also establish on internal marketing program for ET on the basis of those internal marketing dimensions which enhance organizational commitment.