The Effct of Internal Marketing on Organizational Commitment of Employees: The Case of Amhara Media Corporation

Mesfin Shiferaw

dc.contributor.author	Mesfin Shiferaw
dc.date.accessioned	2021-08-20T09:08:45Z
dc.date.available	2021-08-20T09:08:45Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12528
dc.description.abstract	Internal marketing is defined as viewing employees as internal customers and viewing their jobs as internal products. The main objective of this study is to investigate the effect of internal marketing dimensions on employees’ organizational commitment at Amhara Media corporation. The study used a deductive approach, an explanatory design, and a quantitative methodology. Primary and secondary data sources were employed to acquire relevant information to meet the objectives. purposive sampling method and stratified random sampling was used to collect primary data from the total sample of 244 Amhara media corporation employees at the main office except for managers by using a selfadministered structured questionnaire. All questionnaires were returned. Cronbach’s alpha was used to verify the study’s reliability through a pilot study and total sample test. Descriptive and Inferential statistics (correlation, and multiple regression analysis) were used to examine the acquired data. The study's findings demonstrated that the five internal marketing dimensions constructed, namely training and development, internal communication, rewards, and inter-functional coordination and integration, have a statistically significant effect on Amhara Media corporation employees' organizational commitment. On the other hand, job satisfaction has insignificant on employee commitment to the corporation. Thus, it is possible to recommend that, if Amhara Media Corporation wants to deliver better service to its customers, it should pay more attention to and invest in internal marketing dimensions (training and development, internal communication, rewards, and inter-functional coordination and integration).	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effct of Internal Marketing on Organizational Commitment of Employees: The Case of Amhara Media Corporation	en_US
dc.type	Thesis	en_US