| Title : | Factors affecting internal marketing environment and employee's job satisfaction in Nepalese commercial banks | | Material Type: | printed text | | Authors: | Sajina Maharjan, Author | | Publication Date: | 2016 | | Pagination: | 71p. | | Size: | GRP/Thesis | | Accompanying material: | 6/B | | Languages : | English | | Descriptors: | Customer relations
Relationship marketing
| | Class number: | 658.802 | | Abstract: | Banking sector is very important for any country. It works as a back bone for an economy. An effective banking system can aid in rapid economic. Banking efficiency and effectives where on one hand rests on its products and services, on the other hand employees play a vital role in taking those to the customers thus it is of utmost importance to be knowledgeable about the feelings of the employees, their motivation, satisfaction and level of commitment to workplace is a criterion for organization survival and ultimate growth. The process of internal marketing is seen as particularly important in the financial services sector. Internal marketing is becoming the rising issue in Nepalese business industries. Successful organizations understand that transforming the IM practices requires in depth analyses of its effectiveness.
The study aimed to assess the relationship between employee’s job satisfaction and internal marketing in the Nepalese banking industry. The other objectives of this study are to identify the dimensions of the internal marketing with reference to employee satisfaction in Nepalese commercial banks, to determine the relationship between internal marketing factors and employee’s job satisfaction in commercial banks of Nepal, to examine the relationship between motivations, organizational support and supervisory support with employee’s job satisfaction in commercial banks of Nepal, to analyze the relationship of selection & appointment and training & development with employee’s job satisfaction in commercial banks of Nepal, to identify the relationship of retention policy and communication practices with employee’s job satisfaction in commercial banks of Nepal.
In order to achieve the objectives, primary data collection was performed by providing questionnaire to 194 employees of 22 commercial banks. The questionnaire were Yes, No, Ranking Scale, Likert and other demographic information were used to collect primary data. The Likert scale on the different variables on internal marketing dimensions and employee satisfaction were measured in 5 point liker scale and weighted mean value of each variable were used to examine the relationship between independent and independent variables as for the study purpose.
The result confirmed that the IM function has effective role in the organization for employee’s job satisfaction. The major conclusion of the study is that supervisory support, organizational support, retention policy and selection and appointment play a prominent role in determination of employee job satisfaction. Employee of the Nepalese commercial bank gives highest ranking to motivation followed by, organizational support, training and development, supervisory support, retention policy and communication for the most important internal marketing tools that represents employee job satisfaction. Likewise, employees of the Nepalese commercial bank give highest ranking to employee loyalty followed by employee commitment, reputation and image of bank, bank’s productivity and competition as the most important factors influencing the internal marketing and employee job satisfaction. The sound and rational motivational practices are essential for the success of any of the organization. It is concluded that motivation, organizational support, training and development, supervisory support, retention policy and communication are very effective in Nepalese commercial banks.
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Factors affecting internal marketing environment and employee's job satisfaction in Nepalese commercial banks [printed text] / Sajina Maharjan, Author . - 2016 . - 71p. ; GRP/Thesis + 6/B. Languages : English | Descriptors: | Customer relations
Relationship marketing
| | Class number: | 658.802 | | Abstract: | Banking sector is very important for any country. It works as a back bone for an economy. An effective banking system can aid in rapid economic. Banking efficiency and effectives where on one hand rests on its products and services, on the other hand employees play a vital role in taking those to the customers thus it is of utmost importance to be knowledgeable about the feelings of the employees, their motivation, satisfaction and level of commitment to workplace is a criterion for organization survival and ultimate growth. The process of internal marketing is seen as particularly important in the financial services sector. Internal marketing is becoming the rising issue in Nepalese business industries. Successful organizations understand that transforming the IM practices requires in depth analyses of its effectiveness.
The study aimed to assess the relationship between employee’s job satisfaction and internal marketing in the Nepalese banking industry. The other objectives of this study are to identify the dimensions of the internal marketing with reference to employee satisfaction in Nepalese commercial banks, to determine the relationship between internal marketing factors and employee’s job satisfaction in commercial banks of Nepal, to examine the relationship between motivations, organizational support and supervisory support with employee’s job satisfaction in commercial banks of Nepal, to analyze the relationship of selection & appointment and training & development with employee’s job satisfaction in commercial banks of Nepal, to identify the relationship of retention policy and communication practices with employee’s job satisfaction in commercial banks of Nepal.
In order to achieve the objectives, primary data collection was performed by providing questionnaire to 194 employees of 22 commercial banks. The questionnaire were Yes, No, Ranking Scale, Likert and other demographic information were used to collect primary data. The Likert scale on the different variables on internal marketing dimensions and employee satisfaction were measured in 5 point liker scale and weighted mean value of each variable were used to examine the relationship between independent and independent variables as for the study purpose.
The result confirmed that the IM function has effective role in the organization for employee’s job satisfaction. The major conclusion of the study is that supervisory support, organizational support, retention policy and selection and appointment play a prominent role in determination of employee job satisfaction. Employee of the Nepalese commercial bank gives highest ranking to motivation followed by, organizational support, training and development, supervisory support, retention policy and communication for the most important internal marketing tools that represents employee job satisfaction. Likewise, employees of the Nepalese commercial bank give highest ranking to employee loyalty followed by employee commitment, reputation and image of bank, bank’s productivity and competition as the most important factors influencing the internal marketing and employee job satisfaction. The sound and rational motivational practices are essential for the success of any of the organization. It is concluded that motivation, organizational support, training and development, supervisory support, retention policy and communication are very effective in Nepalese commercial banks.
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