The effect of internal marketing on organizational commitment in multinational commercial banks in Kenya
The importance of internal marketing in the achievement of strategic business objectives in the service industries cannot be over emphasized, as it has been identified as the key to addressing the numerous challenges in the operating business environment well as the higher stakeholder expectations. This study had two major objectives. The first objective sought to establish the internal marketing strategies used in commercial multinational banks in Kenya. The second objective was geared to determine the effect of internal marketing on organizational commitment in commercial multinational banks in Kenya The population of interest in this study was all the commercial multinational banks operating in Kenya. Data was collected using questionnaires which was administered using the drop and pick later method. The response rate was 77%. Data was analyzed using a standard deviation, mean scores, Spearman's correlation and presented in tables. The study found out that all of the surveyed commercial multinational banks indicated that internal marketing strategies were used to a very large extent. It was also found out that out of the 10 internal marketing strategies used; only 3 had a great impact on organizational commitment despite their great usage in all 1he studied banks. These internal marketing strategies were motivation, training and job satisfaction. It is recommended that fhere is need for commercial multinational banks be sensitized of their role in spearheading internal marketing initiatives, for a more proactive approach and for effective implementation of internal marketing strategies. If banks adopt a strategic approach to internal marketing it would lead to a greater commitment of employees and also a better achievement of organizational goals The study was limited by the lack of 100% participation by all banks as initially intended. This study also relied heavily on self-reported feelings by the respondents, which may have biased, or their attitudes may have changed from time to time. Further research should be conducted to include other industries; both service based and manufacturing to establish if internal marketing strategies are used and to determine their impact on organizational commitment. The findings and recommendations of this study will be useful to various stakeholders such as the government of Kenya, Researchers, Management and staff of Banks, practitioners, Policy makers etc. The study will be of value to future scholars by stimulating further research to develop a better understanding of internal marketing best practices applied in Kenyan firms. The study will also contribute to wider body of knowledge in marketing, Human Resource management and the cooperate world.