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Yıl 2016, Cilt: 6 Sayı: 4, 217 - 223, 01.06.2016

Öz

Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector

Yıl 2016, Cilt: 6 Sayı: 4, 217 - 223, 01.06.2016

Öz

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.

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Ayrıntılar

Diğer ID JA38SU25FZ
Bölüm Araştırma Makalesi
Yazarlar

Gafar Olanrewaju Yusuf Bu kişi benim

İnda Sukati Bu kişi benim

İfu Andenyang Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 6 Sayı: 4

Kaynak Göster

APA Yusuf, G. O., Sukati, İ., & Andenyang, İ. (2016). Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector. International Review of Management and Marketing, 6(4), 217-223.
AMA Yusuf GO, Sukati İ, Andenyang İ. Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector. IRMM. Haziran 2016;6(4):217-223.
Chicago Yusuf, Gafar Olanrewaju, İnda Sukati, ve İfu Andenyang. “Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector”. International Review of Management and Marketing 6, sy. 4 (Haziran 2016): 217-23.
EndNote Yusuf GO, Sukati İ, Andenyang İ (01 Haziran 2016) Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector. International Review of Management and Marketing 6 4 217–223.
IEEE G. O. Yusuf, İ. Sukati, ve İ. Andenyang, “Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector”, IRMM, c. 6, sy. 4, ss. 217–223, 2016.
ISNAD Yusuf, Gafar Olanrewaju vd. “Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector”. International Review of Management and Marketing 6/4 (Haziran 2016), 217-223.
JAMA Yusuf GO, Sukati İ, Andenyang İ. Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector. IRMM. 2016;6:217–223.
MLA Yusuf, Gafar Olanrewaju vd. “Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector”. International Review of Management and Marketing, c. 6, sy. 4, 2016, ss. 217-23.
Vancouver Yusuf GO, Sukati İ, Andenyang İ. Internal Marketing Practices and Customer Orientation of Employees in Nigeria Banking Sector. IRMM. 2016;6(4):217-23.