The Effect Of Internal Marketing On Organizational Commitment Of Employees The Case Of Commercial Bank Of Ethiopia

The objective of this study was to examine the effect of internal marketing on organizationalrncommitment of Employees of CBE. The study used quantitative research approach to collectrndata from front line employees of CBE. A survey was made by taking 345 samples of CBErnfrontline employees as respondents through Simple random sampling technique. A structuredrnquestionnaire on five Likert scale basis was used to collect data. Both descriptive andrninferential (correlation and regression) statistics were utilized using SPSS version 20 tornanalyze the data. The result indicate that all selected dimensions of internal marketing(rntraining, empowerment, motivation and internal communication) have significantly andrnpositively affects job satisfaction and job satisfaction has significant effect on organizationalrncommitment as well. Thus, CBE is recommended to fully implement internal marketingrnprinciples to increase employees’ job satisfaction and organizational commitment and thernManagement must consider the organization as its first market and satisfy the needs of itsrninternal customers. It must also establish on internal marketing program for CBE on the basisrnof those internal marketing dimensions which enhance organizational commitment

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