An examination of corporate’ internal marketing role of employees’ commitment for service delivery and customer satisfaction: a case study of commercial banks in Tanzania
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Date
2009
Authors
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Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
This exploratory study was undertaken in order to examine banks internal marketing processes through learning and development of its employees and how this increased or decreased extent of organizations internal marketing is reflected on employee’s level of service delivery to customers and eventually an increased or decreased level of customer satisfaction. Specifically, this relationship suggest that the extent organization internal marketing activities has a direct impact in terms of increasing employees level of commitment on the organization, and hence an increased level of service delivery which in returns brings customer satisfaction an vice versa. The findings of the study from a sample of 60 employees and 30 managers who responded from three commercial banks in Dar es Salaam 9that is, Baclays Bank, Exim Bank and Commercial Bank of Africa) revealed that the needs of the customers would come second to those of employees, as customer needs will only be successfully met after those of employees have been satisfactorily met following learning and development. The major reason for this is because; internal marketing increases the organizational commitment of employees, which in turn results in increased job satisfaction, increased job performance and lower turnover of staff, thereby facilitating the interactive process through learning and development activities. Finally, the study provides recommendations to commercial banks on the actions to be taken to ensure that the internal marketing practices are managed efficiently in order to bring benefit to its organizations, employees and finally the custom.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HG1616.M3N37)
Keywords
Marketing, Customer service, Customer satisfaction, Banks and banking
Citation
Nasibu, I (2009) An examination of corporate’ internal marketing role of employees’ commitment for service delivery and customer satisfaction: a case study of commercial banks in Tanzania, Master dissertation, University of Dar es Salaam