The Effect of Internal Marketing on Job Satisfaction and Employee Commitment: A Study of Electricity Company of Ghana Volta Regional Office

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Internal marketing is a management philosophy of promoting the firms and its policies to employees as if they are the (internal) customers of the firm. The study examined the influence of Internal Marketing on Job Satisfaction and employee commitment. The study set out to achieve three main objectives and six research questions were proposed. Among various objectives stated, the study was aimed at determining which officers of the Electricity Company of Ghana are responsible for the various internal marketing tools considered in the study. Also the study sought to find out the influence of internal marketing tools on employee commitment and satisfaction. A total of 65 respondents made of 40 men and 25 women were selected using convenience sampling techniques. The results of the study revealed that internal marketing positively influence their job satisfaction. Also, a significant positive relationship was established between employee commitment and job satisfaction. Lastly, the findings showed that majority of the employees are highly committed to their jobs.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration, June-2012