Internal Marketing and Internal Customer Satisfaction in Guaranty Trust Bank

Abstract

This study was earmarked to investigate if internal marketing is in practice in Guaranty Trust Bank (GTB), the challenges encountered, and the impact of internal marketing on internal customer satisfaction. The research design is a cross-sectional study of internal marketing and internal customer satisfaction. In analyzing internal marketing and internal customer satisfaction the ordinary least square estimation method was adopted using the SPSS 20.0. This study concludes that out of the entire items measuring internal marketing only self-motivation, communication, and training have positive and significant relationship with internal customer satisfaction. The study further stated some of the challenges as not re-emphasising and communicating the organization vision clearly and continuously; not often building the skills and knowledge of its employees; lack of independence/autonomy of the employees with regards to work; not rewarding excellence and inflexibility at work place.