Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector
The present paper is primarily aimed at determining the influence of internal marketing on customer orientation of Nigerian banks’ employees. It specifically seeks to determine the impact of internal marketing practices on customer orientation of Nigerian banks’ employees while investigating the med...
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ftdoajarticles:oai:doaj.org/article:73cd72da40f2494282dad5debefc7edd 2023-05-15T18:42:49+02:00 Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector Gafar Olanrewaju Yusuf Inda Sukati Ifu Andenyang 2016-06-01T00:00:00Z https://doaj.org/article/73cd72da40f2494282dad5debefc7edd EN eng EconJournals https://dergipark.org.tr/tr/pub/irmm/issue/32091/355296?publisher=http-www-cag-edu-tr-ilhan-ozturk https://doaj.org/toc/2146-4405 2146-4405 https://doaj.org/article/73cd72da40f2494282dad5debefc7edd International Review of Management and Marketing, Vol 6, Iss 4, Pp 217-223 (2016) internal marketing customer orientation personality traits job satisfaction Management. Industrial management HD28-70 Business HF5001-6182 article 2016 ftdoajarticles 2023-02-19T01:39:42Z The present paper is primarily aimed at determining the influence of internal marketing on customer orientation of Nigerian banks’ employees. It specifically seeks to determine the impact of internal marketing practices on customer orientation of Nigerian banks’ employees while investigating the mediating impact of personality factors and job satisfaction in the relationship between internal marketing and employees’ customer orientation in the Nigeria banking industry. The paper adopted a survey and this was conducted among the existing twenty-one (21) Nigerian banks that operate in Lagos State, south western part of Nigeria. The study selected four branches of each of these banks from the following key business centers in the state: Victoria Island, Ikeja, Ikoyi, Apapa, Idumota, Yaba, and of course Isolo/Oshodi. The population of this paper comprised 687 management staff and 2,326 frontline employees drawn from the four branches so selected. Using simple random sampling technique, the paper selected 253 management staff and 341 frontline employees as sample size. The relevant data were collected from primary source, using structured questionnaire. Our findings showed that internal marketing has a significant relationship with customer orientation while personality trait factors and job satisfaction constructs were found to mediate significantly the influence of internal marketing practices on customer orientation behavior of banking employees in Nigeria. The paper thus, recommended that management of banking industry in Nigeria should improve on internal marketing to be able to lower the tendency of adverse effect from poor personality trait factors and low job satisfaction on customer orientation behaviors of the employees. Article in Journal/Newspaper Victoria Island Directory of Open Access Journals: DOAJ Articles |
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Directory of Open Access Journals: DOAJ Articles |
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English |
topic |
internal marketing customer orientation personality traits job satisfaction Management. Industrial management HD28-70 Business HF5001-6182 |
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internal marketing customer orientation personality traits job satisfaction Management. Industrial management HD28-70 Business HF5001-6182 Gafar Olanrewaju Yusuf Inda Sukati Ifu Andenyang Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
topic_facet |
internal marketing customer orientation personality traits job satisfaction Management. Industrial management HD28-70 Business HF5001-6182 |
description |
The present paper is primarily aimed at determining the influence of internal marketing on customer orientation of Nigerian banks’ employees. It specifically seeks to determine the impact of internal marketing practices on customer orientation of Nigerian banks’ employees while investigating the mediating impact of personality factors and job satisfaction in the relationship between internal marketing and employees’ customer orientation in the Nigeria banking industry. The paper adopted a survey and this was conducted among the existing twenty-one (21) Nigerian banks that operate in Lagos State, south western part of Nigeria. The study selected four branches of each of these banks from the following key business centers in the state: Victoria Island, Ikeja, Ikoyi, Apapa, Idumota, Yaba, and of course Isolo/Oshodi. The population of this paper comprised 687 management staff and 2,326 frontline employees drawn from the four branches so selected. Using simple random sampling technique, the paper selected 253 management staff and 341 frontline employees as sample size. The relevant data were collected from primary source, using structured questionnaire. Our findings showed that internal marketing has a significant relationship with customer orientation while personality trait factors and job satisfaction constructs were found to mediate significantly the influence of internal marketing practices on customer orientation behavior of banking employees in Nigeria. The paper thus, recommended that management of banking industry in Nigeria should improve on internal marketing to be able to lower the tendency of adverse effect from poor personality trait factors and low job satisfaction on customer orientation behaviors of the employees. |
format |
Article in Journal/Newspaper |
author |
Gafar Olanrewaju Yusuf Inda Sukati Ifu Andenyang |
author_facet |
Gafar Olanrewaju Yusuf Inda Sukati Ifu Andenyang |
author_sort |
Gafar Olanrewaju Yusuf |
title |
Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
title_short |
Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
title_full |
Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
title_fullStr |
Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
title_full_unstemmed |
Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector |
title_sort |
internal marketing practices and customer orientation of employees in nigeria banking sector |
publisher |
EconJournals |
publishDate |
2016 |
url |
https://doaj.org/article/73cd72da40f2494282dad5debefc7edd |
genre |
Victoria Island |
genre_facet |
Victoria Island |
op_source |
International Review of Management and Marketing, Vol 6, Iss 4, Pp 217-223 (2016) |
op_relation |
https://dergipark.org.tr/tr/pub/irmm/issue/32091/355296?publisher=http-www-cag-edu-tr-ilhan-ozturk https://doaj.org/toc/2146-4405 2146-4405 https://doaj.org/article/73cd72da40f2494282dad5debefc7edd |
_version_ |
1766232591371862016 |