Internal Marketing Orientation, Employee Motivation and Bank Performance
Journal Title: International Journal of Management Sciences - Year 2013, Vol 1, Issue 2
Abstract
This study examines the influence of internal marketing orientation and employee intrinsic motivation on bank performance. The Population of this study is the 21 deposit accepting banks in Nigeria, but the researchers’ adopted convenience and random sampling respectively in selecting 15 banks in Port Harcourt South-South zone of Nigeria as the accessible population. The study adopted survey method with the use of questionnaire instrument to elicit data on the impact of internal marketing orientation and employee motivation on bank performance, the questionnaire is divided in two parts, “A” asked questions on respondents demographics while part “B” asked questions on the dependent and independent variables. More so these variables were measured using the Likert 5 point scale ranging from “1” Not at all to “5” great extent. A total of 200 questionnaires were randomly distributed to branch managers, heads of operations units as well as selected member of staff. A total of 146 units of the questionnaires were returned used representing 70% while 54 units were returned unattended representing 30%. Respondent demographics were analyzed using simple percentages while the Pearson Product Moment Correlation (PPMC) and Simple Regression were used in analyzing the data generated on the dependent and independent variables. Findings revealed that internal marketing orientation has a positive impact on employee intrinsic motivation as well as on bank performance in terms of profitability, market share and sales volume, etc. It is therefore recommended that organizations should enhance employee social and economic perquisites to earn employee commitment hence employees are vital sword in service delivery, market creation as well as market retention.
Authors and Affiliations
Emmanuel. A. Amangala, Andy Fred Wali
Keywords
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