THE EFFECT OF INTERNAL MARKETING PRACTICE ON EMPLOYEES' PERFORMANCE: THE CASE OF SELECTED PRIVATE BANKS IN GONDAR TOWN

Abstract

People are crucial to reaching organisational objectives and boosting business profitability in service-oriented sectors. Numerous academics and works of literature demonstrate that contented workers are more likely to remain with the same company for an extended period of time and are more productive in their work. The main objective of this study was to examine the effect of internal marketing practice on Employees performance in the selected private banks in Gondar town and the researcher used probability sampling method. For this study cross sectional research design approach were used and 258 respondents of employees were selected by multi stage probability sampling method. Questionnaire were distribute to that of the selected respondents to obtain their evaluation of the company’s’ Internal Marketing practice and to investigate the effect of this variables on employees performance. The collected questionnaires were analysed using descriptive and inferential analyses with the help of SPSS version 22 statistical software program. From the study analysis we found that, the banks appears to have a solid foundation in terms of internal marketing and employee performance but could benefit from addressing areas of variability and lower agreement among employees. Accordingly the data interpreted as a strong positive linear relationship between the dependent and independent variables, and explaining a large proportion of the variance in the dependent variable. The model of 86% of independent variables of the variance explains the dependent variable.