The impact of internal marketing on customer service employees: the case of Mobile Telecom Network (MTN).

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This research uses a grounded theory approach at identifying the variables affecting the motivation of customer service employees of MTN, Ghana. The research questions ask whether there is a variation in the motivational factors based on gender and age. And also whether the variables affecting the motivation of part time employees differ from that of full-time employees? The literature review, apart from summarizing the modern approaches to motivation theories, shows that these - research questions are also important in understanding the recruitment and selection procedures of MTN. Data was triangulated from three sources: questionnaires, one- to-one interviews and a past conducted survey from MTN. The findings from these data showed that men wanted growth in terms of job promotion. Having a clear progression plan was important to them. Women and part time employees seemed to be intrinsically motivated and time flexibility was an important concern to them. No clear differences were found across the employees of different ages. And finally, it was concluded that MTN has to rethink on how it uses its communication channels and make sure that the employees feel they are a part of the organization. This suggestion becomes especially important in the narrow context of the call centre work as explained in this paper. Based on these findings, this study concludes that consumer behaviour is driven by a complex set of factors so it cannot be simply predicted on the basis of popular attitudes amongst consumers, and sets out some implications of these findings for marketers.
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 (Marketing), 2008