The Effect Of Internal Marketing On Job Satisfaction The Case Of Commercial Bank Of Ethiopia

The objective of this study is to examine the effect of internal marketing on job satisfaction of CBE Employees. The study used quantitative research approach to collect data from front line employees of CBE. A survey was made by taking 352 samples of CBE frontline employees as respondents through systematic random sampling technique. A structured questionnaire on five Likert scale basis was used to collect data. Both descriptive and inferential (correlation and regression) statistics were utilized using SPSS version 20 to analyze the data. The results indicate that all selected dimensions of internal marketing (training, empowerment, motivation and internal communication) have significantly and positively affect job satisfaction. Thus, CBE is recommended to fully implement internal marketing program to increase employees’ job satisfaction. This indicates to us that the management must consider the organization as its first market and satisfy the needs of its internal customers. Furthermore, it also establishes internal marketing program for CBE on the basis of those internal marketing dimensions which enhance job satisfaction of the employee.

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