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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3793

Title: The impact of internal marketing on customer satisfaction - a case study of Ghana Telecommunications Company Limited-Kumasi.
Authors: Afrakuma, Emelia Akosua
Issue Date: 11-Sep-2009
Abstract: Internal Marketing (IM) has emerged as a central theme of increasing importance in both academic and practitioner discourse. A highly competitive industry as the telecommunication industry within which Ghana Telecommunication Company (GT) operates is not an exception. The purpose of the research was to assess the impact of internal marketing on customer satisfaction at Ghana Telecommunication Company limited. An explorative and descriptive research design was used in the research. Open and close ended questionnaire were used to collect data from both customers and employees of the company. As discussed in the literature review, the finding revealed that internal factors such as the actual jobs, salaries, working conditions, training opportunities and channel of communication were vital in the internal marketing discourse of the company and the satisfaction level of the employees as this was reflected in the level of customer satisfaction. Improvement in training opportunity could be considered as a major internal marketing strategy in the company as many employees were dissatisfied with the level of opportunities available for training in the company.
Description: A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration,May-2009
URI: http://hdl.handle.net/123456789/3793
Appears in Collections:College of Arts and Social Sciences

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