ABSTRACT
The focus of this study is on “The Effect of Internal Marketing on
Organizational Commitment of Selected Commercial Banks in the South-
South Geopolitical zone of Nigeria”. Descriptive research survey was used for
the study. The study comprises both primary and secondary data used in
generating the results for the study. Population of the study include: banks’
staff and customers of both Zenith Bank Nigeria Plc., First Bank, Access
Bank and United Bank for Africa in Cross River, Rivers, Bayelsa and Delta
States and their customers respectively for banks’ staff, 160 and 167,000 for
their customers.
A sample size of 160 and 400 for banks’ staff and
customers respectively were determined using Taro Yamane’s formula. The
data were presented using percentages, pie chart and bar charts. Cronbach
alpha was used to determine validity with a value of 0.95. Multiple linear
regression was used in testing all the hypotheses. The summary of the
findings through the hypotheses revealed that the motivation of employees
significantly affected organizational commitment of commercial banking
industry in the south-south geopolitical zone of Nigeria, training of
employees did not significantly contribute to the improvement of
organizational commitment, job satisfaction significantly affected
organizational commitment, understanding significantly affected
organizational commitment., and inter-functional coordination significantly
affect commitment in the organization.
The major recommendations made
included that managers of commercial banks in the south-south geopolitical
zone should ensure that their staff are adequately motivated. This if properly
maintained will improve service delivery by staff of these banks in the zone.
When staff are trained, they become more productive in discharging their
duties. Managers should ensure that the place of banking is suitable and
healthy enough for employees to operate, because when employees are
satisfied with their environment of work, they are encouraged to deliver
efficient services to customers. Managers and staff should maintain cordial
relationship at all times. Management should ensure adequate coordination
among departments of these commercial banks in the zone.
