Internal marketing and marketing performance of Selected Commercial Banks in Umuahia, Abia State.
Vol. 5 Issue 1
The study evaluated the effect of internal marketing on the performance of selected commercial banks in Abia State. The specific objectives considered were to: examine the effect of employee motivation on profitability of selected commercial banks in Abia State; ascertain the effect of employee training on market share of selected commercial banks in Abia State. The study was carried out in Umuahia metropolis of Abia State, Nigeria. Two commercial banks in Umuahia – Sterling Bank Plc and Stanbic IBTC were used as case studies. The population of this study covered the 87 management and staff of the two selected banks in Umuahia metropolis. Data obtained were analysed with simple regression model through the use of SPSS software version 20.0. Findings revealed that all the two dimensions of internal marketing considered in the study– employee motivation and employee training were all positive factors impacting on the banks’ marketing performance – market share and profitability. The study recommended the need for bank managers to establish effective plans for the development of internal marketing initiatives, particularly directed towards motivating employees and promoting smooth communication between employees and managers.
