Abstract:
Internal marketing encompasses all the actions that an organization has to perform in order to
develop, train and motivate its employees, so to enhance the quality of the services provided to
its customers.This study was carried out in Bank of Abyssinia in North Shoa Zone, Ethiopia, with
the main objective of exploring the effect of internal marketing on job satisfaction. The data was
collected through questionnaires. Multistage sampling (clustering) technique was employed.
Data analysis was done using descriptive, correlation, and regression analysis using Stata13
statistical software. Five-point Liker scale was used to rate the insight of respondents on the
study variables. The target populations of the study comprised a total of 366 (the current
workers) excluding secretaries, guards and other supportive staffs. Out of the 191 targeted
participants, 188 were found active respondents. 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.
Explicitly, employee training, empowerment, motivation, coordination and internal
communication were positively and statistically significant in affecting employees‟ job
satisfaction. The study recommended that training should be provided in regular phases since it
guarantees an understanding and adaptation of technological developments, techniques and
systems used in the financial sector at an international level. Additionally, bank management
bodies should create the conditions in which their employees are motivated and understand that
all staff members are individuals and must be treated differently according to their individual
needs and capabilities.
