COMPLETE SCHOOL PROJECT TOPICS & MATERIALS :
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CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The shift toward recognizing the importance of human capital in the industrial age has led companies to change their paradigms about employees’ management. Successful companies no longer see employees as resources whose primary function is to provide goods and services. Instead employees are seen as critical to the capability of organizations.
Internal marketing is treating both employees and customers with equal importance through proactive programs in order to achieve organizational objectives. According to Payne (1993), the key aims of internal marketing are the development of internal and external customer awareness and the removal of functional barriers to achieving organizational effectiveness. Lack of commitment from employees can be harmful to an organization, resulting in poorer performance arising from inferior services offerings and higher costs. The introduction of internal marketing will mean that employees will input maximum rather than minimum effort thereby better satisfying the needs and wants of external customers.
Internal marketing could be the answer to gaining employees commitment, succeeding where traditional internal communications programs have failed (Hoqq, 1996). According to Kotler et al., (2009:64), internal marketing is the tasks of hiring, training, and motivating able employees who want to serve customers well. Internal marketing (IM.) is a pre-requisite for effective external marketing and over its relatively short history has developed along three streams of thinking. The early approaches were suggested by (Berry, 1981). Berry approaches I.M. from a traditional marketing view, focusing primarily on 4Ps. He posited that employee could be considered as internal customer and the job could be seen as the firm’s products. He developed traditional marketing models and approaches that were based on the idea of making the workers job attractive and desirable in the belief that employee satisfaction would, inturn, build more customer loyalty. Consequently, attraction of the best personnel, their retention and motivation becomes of critical importance. According to Gronroos, (1994:13), the internal market of employee is best motivated for service mindedness and customer-oriented performance by an active, marketing like and coordinated way.
In today’s world of accelerated life cycles, the instant diffusion of information, and rapid globalization, it is possible for every company to enter the market and competition between companies has intensified. Consequently, the products and services are delivered according to customer needs and wants. The role of marketing management in organization is to identify and measure the needs and wants of customers whereas customer-orientation is the foundation of successful marketing. Marketing is a term usually reserved for the process of marketing a product, service, or idea to the final customer outside the firm but marketing also takes place within an organization. In this instance, the market is not only the ultimate consumer but also individual within the organization. These internal customers are potentially as important as the external customers. According to Christopher (2011:326), effective internal communications can help to ensure efficient and satisfactory service delivery, achieve productive and harmonious working relationships, build employee trust, respect, and loyalty.
For this purpose, by using advanced systems and tools and also improving employee’s awareness, there is a possibility of closer relationship with employees which enhances their commitment to the organization. It’s on this note that the researcher examined the effect of internal marketing on organizational commitment of selected commercial banks in the South-South Geopolitical Zone in Nigeria.
1.2 Statement of the Problem
Commercial banks’ existence in Nigeria has provided a process for customers that are operating with them to deposit their cash for safe and easy transfer of cash from one individual to another. But much has not been done in the improvement of employees’ commitment toward the services that are rendered by banks in Nigeria. The creation of these commercial banks have not really done enough due to poor management relationship with employees and these have affected organizational commitment of employees working with these banks in Nigeria.
The employees’ motivation towards organizational commitment has been affected by the inability of managers in the Nigerian banking industry to provide good employee welfare. The result of this is the fact that employees can no longer put in their best in the delivery of efficient services to external customers in these banks. This action has affected the level at which internal marketing activities are being carried out among these banks in the South-South Geo-political Zone of Nigeria. It has also affected the way employees go about projecting the banks image to the public. The provision of adequate employees’ welfare will go a long way in improving services delivery to external customers by employees of these banks in the South-South Geopolitical Zone of Nigeria.
Adequate training services should be embarked upon by management of commercial banks in the South-South Geo-political Zone of Nigeria. The lack of good training skills has affected internal marketing activities among these commercial banks in the zone of Nigeria and has slowed employees’ commitment in the discharge of efficient services to their customers. The absence of adequate training tools in these banks is the result where employees can no longer implement properly the concept of internal marketing activities effectively to external customers of these banks in the South-South Geopolitical Zone of Nigeria.
Poor job satisfaction in these Nigerian banks in the South-South Geopolitical Zone of Nigeria is the result of the lack of employee’s commitment to organizational activities in these banks in the zone of Nigeria. The backdrop is the result where commercial banks in this zone are not able to engage in proper internal marketing activities that can quicken organizational activities easily with internal company employees by sending an e-mail to the entire company or specific people or departments within these banks. This email can also include attachment or other marketing materials that employees can use to convey information to customers to launch external marketing campaigns about the banks operation. It has also, reduced employees productivity in these commercial banks in the South-South Geopolitical Zone of Nigeria.
The absence of good understanding has affected organizational commitment of employees of these commercial banks in the SouthSouth Geo-political Zone of Nigeria. The resultant effect is that it has reduced employees’ productivity in the discharge of efficient services to external customers. This poor understanding is the result where managers of these commercial banks cannot hold proper meetings that will communicate efficient internal marketing activities to employees. Modern technology allows face-to-face meetings via live video conferencing, so it does not matter where attendees are. The meetings can also be in the banks’ conference rooms or off-site at a larger facility. During meetings, managers announce to employees of these commercial banks details behind new internal marketing campaigns. This means of communication provide more personal approach to internal marketing activities than emails or other written communications.
Inter-functional-coordination system of operation has not been efficiently maintained by commercial banks managers in the SouthSouth Geo-political Zone of Nigeria and these has affected employees commitment towards organizational activities in the discharge of qualitative services to external customers of these banks operations in the South-South Geopolitical Zone of Nigeria. The importance of cooperation among all departments’ functions of these commercial banks in the South-South Geopolitical Zone is very necessary for the growth and success of these banks operation in the zone of Nigeria. No department functions of these commercial banks can operate in isolation, and the success of the entire department’s functions requires that every department function of these banks need the other to operate effectively. The backdrop of this inter-functionalcoordination system in the banking industry in Nigeria is the result of these commercial banks not keeping to the structure and strategy that are expected to guide the operations of these banks in Nigeria. As a result, this has affected the mission and goal of these commercial banks of Nigeria. It has also affected internal marketing programs of these commercial banks in the South-South Geo-political Zone of Nigeria because it has made it impossible for the right information regarding banking policies not to be communicated efficiently to employees and the extent to which these information will be binding on each individual employees of these commercial banks is not known.
1.3 Objectives of the Study
The purpose of this study is to examine the effect of internal marketing on organizational commitment of selected commercial banks in the South-South Geopolitical Zone of Nigeria. Specifically, the objectives of this study are;
1) To investigate the extent to which the lack of good employee’s motivation affect organizational commitment of commercial banks in the South-South Geopolitical Zone of Nigeria.
2) To examine how inadequate training of employees affect organizational commitment of Nigerian banking industry in the South-South Geo-political Zone of Nigeria.
3) To find out the effect of poor job satisfaction of employees on organizational commitment of banks in the South-South Geopolitical Zone of Nigeria.
4) To find out the effect of poor understanding on organizational commitment of the banking industry in the South-South Geopolitical Zone of Nigeria.
5) To examine how inter-functional – coordination of operation activities affect organizational commitment of employees in the Nigerian banking sector in the South-South Geo-political Zone of Nigeria.
1.4 Research Questions
1) To what extent has the lack of good employee’s motivation affect organizational commitment of banks in the South-South Geopolitical Zone of Nigeria?
2) What are the effects of inadequate training of employees on organizational commitment of banks in the South-South Geopolitical Zone of Nigeria?
3) What are the effects of poor job satisfaction of employees on organizational commitment of banks in the South-South Geopolitical Zone of Nigeria and the measures taken to tackle them?
4) What are the effects of poor understanding on organizational commitment of banks in the South-South Geo-political Zone of Nigeria and the step taken to address them?
5) What are the effects of inter-functional-coordination of operational activities on organizational commitment of employees in the Nigeria banking industry in the South-South Geo-political Zone of Nigeria?
1.5 Research Hypotheses
1) The motivation of employees do not significantly affect organizational commitment of commercial banks in the Nigeria banking industry in the South-South Geo-political Zone of Nigeria.
2) The training of employees do not have any significant contribution to the improvement of organizational commitment of banks in the Nigeria banking industry in the South-South Geo-political Zone of Nigeria.
3) Job satisfaction do not have any significant effect on organizational commitment of commercial banks in the Nigeria banking industry in the South-South Geo-political Zone of Nigeria.
4) Understanding do not have any significant contribution on organizational commitment of employees of Nigeria banking industry in the South-South Geo-political Zone of Nigeria.
5) Inter-functional coordination do not have any significant contribution on organizational commitment of employees of commercial banks in the South-South Geo-political Zone of Nigeria.
1.6 Significance of the Study
The significance of this study of internal marketing, will guide the customers that operates with these commercial banks in Nigeria on how to take decisions that will be profiting to them based on the services that are delivered by these commercial banks operating in Nigeria. It will afford the customers the opportunity not to make wrong decisions, and to know the banks that can render efficient services that will satisfy the needs of the customers that patronized these banks of Nigeria.
Again, this study will also afford marketers of this commercial banks on the best way to project the banks image to those wishing to do business with these commercial banks in Nigeria. It will encourage marketers on the best approach to their client and to see that customers are satisfied with their services.
It will be of immense benefit to Nigeria investors because, it will guide investors to know the banks that are doing well for them to invest their resources and to get better returns on investment at the long run. This study will also enable stakeholders (employees) to render efficient services to their customers that will meet the expectations of their customers that are operating with them and also bring an increase on the return on their organizations investment.
Academic Significance: The study will be a sort of reserved knowledge that will be referred upon by the researchers and to add more light that will be of immense benefit that will enable commercial banks in the South-South Geopolitical Zone in Nigeria to render efficient services to their customers that operates with them.
1.7 Scope of the Study
The study focused on the effect of Internal marketing on organizational commitment of selected commercial banks in the South-South Geopolitical Zone of Nigeria.
The study covered internal marketing and organizational commitment of selected commercial banks in the South-South Geopolitical Zone of
Nigeria from (1990-2010).
1.8 Area of Study
The study was limited to the main branches of the following four (4) selected commercial banks in the South-South Geopolitical Zone of Nigeria.
Access Bank Nig. Plc
First Bank Nig. Plc
UBA Bank Nig. Plc
Zenith Bank Nig. Plc
1.9 Limitations of the Study
There is general phenomenon peculiar to any research work. It is apparent that this research work is not excluded. However, in this particular research, the following problems are anticipated:
The finance needed to carry out this study will be a problem. This is because of the logistics required to carry out this research work due to the verse number of branches of these commercial banks in the South-South Geopolitical Zone of Nigeria under study.
Again the attitude of managers of these banks to researchers will be a big challenge that will slow the response that will be needed by the researcher to facilitate the study. The delay that might be experienced by the researcher from respondents to questionnaire will be a major challenge that will slow the research under study.
1.10 Definition of Terms
It will be necessary to define the terms used in this study:
Internal Marketing: It is a planned effort using a marketing-like approach to overcome organisational resistance to change and to align, motivate and inter-functionally co-ordinate and integrate employees towards the effective implementation of corporate and functional strategies, in order to deliver customer satisfaction through a process of creating motivated and customer orientated employees (Rafig and Ahmed, 2000:450).
Effect: A change that somebody or something causes in somebody or something else (Oxford, 2001:371).