| Abstract: | This study investigates the impact of internal marketing on job satisfaction among employees of East
African Pharmaceutical PLC (EAP) in Addis Ababa, Ethiopia. Using a quantitative approach, structured
self-administered questionnaires were employed to measure internal marketing through five dimensions:
motivation, training and development, communication, empowerment, and managerial support, with job
satisfaction as the dependent variable. The primary objective is to assess how these practices influence job
satisfaction, providing insights for improving employee engagement and organizational performance.
The collected data was analyzed using both descriptive and inferential statistical methods. Descriptive
statistics offered a comprehensive overview of respondents' demographics and general data trends, while
inferential statistics, including multiple regression analysis, tested the hypotheses and determined the
relationships between internal marketing practices and job satisfaction. This analytical approach ensured a
robust examination of the data and reliable conclusions.
Key findings indicate that training and development programs significantly enhance job satisfaction,
emphasizing the importance of continuous professional growth opportunities. Motivation is identified as a
critical factor, with motivated employees reporting higher job satisfaction levels. Empowerment through
shared decision-making and responsibility positively affects job satisfaction, highlighting the need for
managerial strategies that foster autonomy. Effective communication channels are linked to increased job
satisfaction, underscoring the importance of transparency and information flow. Managerial support also
significantly contributes to job satisfaction, demonstrating the value of supportive management practices.
These findings align with existing literature, reinforcing the theory that internal marketing practices
enhance employee job satisfaction.
The implications of this study are significant. For EAP, the results offer a roadmap for developing
targeted internal marketing strategies to improve employee satisfaction and organizational performance.
For the academic community, the study contributes to the understanding of internal marketing's role in job
satisfaction, providing empirical evidence from the pharmaceutical sector in Ethiopia. This research
serves as a foundation for future studies, encouraging further exploration into the dynamics between
internal marketing and employee satisfaction across various industries and cultural contexts. |
