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An Empirical Analysis of Internal Marketing on Organizational Commitment:a Study of Banks in Lagos-Nigeria

Akinyele, S.T. and Olorunleke, .K. (2011) An Empirical Analysis of Internal Marketing on Organizational Commitment:a Study of Banks in Lagos-Nigeria. An Empirical Analysis of Internal Marketing on Organizational Commitment:a Study of Banks in Lagos-Nigeria. pp. 1-34.

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Abstract

The purpose of this paper was to investigate the effects of aspects of internal marketing on organizational commitment of employees. The research was conducted among managers of Nigerian banks situated in the major commercial city in Lagos, Nigeria. Internal marketing is growing recognition of both scholars and professionals with the increasing commoditization of products and services and the continuing failure of technology driven customer relationship management. The main criteria of internal marketing were derived from the literature; provided the backbone for our internal marketing dimensions. Data was gathered from a survey among 128 managers who rated self completion questions on the basis of their perception. In order to achieve the purpose, five hypotheses have been formulated that link the dimensions of internal marketing including motivation, job satisfaction, training,” understanding and differentiation”, “inter-functional coordination and integration” “to organizational commitment. Data analysis indicated that “inter-functional coordination and integration”, training and motivation have positive effects on the organizational commitment of employees among Nigerian banks. Therefore if the banks want to ultimately provide a better service experience for their customers, it is recommended that more attention be directed toward enhancing organizational commitment among personnel, with a focus on the effective aspects of internal marketing.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mr Solomon Bayoko
Date Deposited: 25 Oct 2013 19:56
Last Modified: 09 Oct 2015 08:57
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/1747

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