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According to Piercy and Morgan (1991) customer satisfaction cannot be attained without the essential contribution of the employees who offer the services. The research was about the impact of internal marketing on customer satisfaction in the banking sector, a case of CRDB bank. The interest in undertaking this study stems from a fact that, it appears to be no significant study on in what way internal marketing efforts can encourage customer satisfaction in Tanzania Mwakalukwa (2015)
The study used a case study strategy as a research design. The target population and a sample size of 150 employees and customers were selected and were analyzed. Data was gathered through secondary and primary sources, whereas questionnaire was the primary instrument used in field data collection.
The study included presentation, discussion and analysis of the data. Quantitative and qualitative methods of data were used in the process. SPSS was used to analyze the data, which was presented in the form of tables. Findings were interpreted and discussed in a numerical narrative featuring frequency, percent, valid percent, cumulative percent, mean, and standard deviation. The study used two major statistical techniques, i.e. multiple regression and correlation analysis. The major findings were presented and discussed. The results shows that there is a significant relationship between internal marketing and customer satisfaction.
Reliability was derived and the results of the scale’s overall Cronbach’s alpha shows that data has a satisfactory internal consistency. Also by considering R square from model summary table, the results showed that, the regression model was very good.
Generally, the results showed that internal marketing dimensions i.e. rewards, internal communication, job satisfaction and in-service training are vital in the internal marketing discourse of the organization as they positively contribute to the satisfaction level of the customers. |
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