EFFECT OF INTERNAL MARKETING PRACTICES ON EMPLOYEE’S JOB SATISFACTION: THE CASE OF BANK OF ABYSSINIA

Abstract

The purpose of this study was to investigate the effect of internal marketing practices on employee job satisfaction at Bank of Abyssinia's Head Office in Addis Ababa, Ethiopia. Questionnaires were used to gather information. From 13 departments, multistage stratified sampling was used to select respondents. Quantitative data was processed via SPSS 26 and analyzed through descriptive, correlation, and regression analysis. The respondents' understanding of the research variables was assessed using a five-point Liker scale. Data were gathered from 293 employees out of whom 270 were returned and used for further analysis The result of the study revealed that gender, age, work experience, education status and marital status of employees were significantly associated with employees’ job satisfaction. The Pearson correlation and the multiple linear regression analysis signify existence of statistically significant relationship between employee’s job satisfaction and internal marketing practices. Explicitly, employee training, empowerment, motivation, and internal communication were positively and statistically affected employees’ job satisfaction. Therefore, it is recommended that, training should be delivered in phases to provide comprehension and adaption to technological innovations, processes, and systems utilized in the financial sector on a global scale. Furthermore, bank management bodies should establish conditions that encourage their employees and recognize that all employees are unique persons who require distinct treatment based on their unique requirements and talents.