Effects of Internal Marketing on Customer Loyality in Tanzania Airline Industry
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SAUT
Abstract
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This study aimed to identify the effects of internal makerting to customer loyalty. Despite
influences of organizations to promote internal marketing tools to employees it has been hard to
satisfy them due poor deliverance of marketing tools to employees in the organizations, this
study aimed to identify ways which the employees are motivated, and how they create loyalty to
customers.
This study was conducted in Mwanza region at Air Tanzania airline offices, and the general
objective was to examine effects of internal marketing on customers loyalty in Tanzania airline
industry along with specific objectives which were to evaluate how training can raise the morale
of internal markets, to assess on how empowerment of employees leads to provision of perceived
services, and to identify how compensation of employees can lead customers to frequently use
the airline company.
Data was collected through the use of questionnaires tools and interview guides. The study used
descriptive research design,and there was use of mixed approaches where there was the use of
both qualitative and quantitative approaches,the analysis was done through the use of SPSS for
quantitative approach and the use of semi-structured method for qualitative approach, the study
comprised a sample of 31 respondents.
Findings of the study, revel that Air Tanzania management is not effectively promoting internal
marketing tools to satisfy its employees in order to increase their working morale moreover it
was found out that the organization has few expertise for training employees, short learning
frequency and training durations,and another problem was a small amount of compensation
which led to destroying customer loyalty with the organization.
Based on the findings the researcher concludes that internal marketing in Air Tanzania should
increase into more level and recommends that the organization should practice internal
marketing tools effectively so as to increase efficiency in the organization and reach stated
organization goals.
Keywords
Internal Marketing