Impact of Internal Marketing on Organizational commitment, Market orientation, and Business Performance of Commercial banks in Nigeria

According to Christopher (1991), internal marketing was defined as one of the critical tools that is used in creating a customer oriented organization. Furthermore, it can be classified as amajor tool used to fortify the internal employees; which helps them to boost their performance and effectiveness. From other researchers, it was suggested that an internal marketing program that is well defined and applied will lead to a good inter-relationship between the employee and the organization’s top management which in turn will boost the general business performance. In this thesis, we shall be examining the impact and significance of Internal Marketing on Marketing Orientation (MO), Organizational Commitment (OC) and establishing a justification for Business Performance in some commercial banks in Nigeria. The data used were meticulously collected from 400 bank employees working in different banks (commercial) totaling 15 in number in Nigeria; while adopting a quantitative method for the research work. The paper will also investigate and measure the degree of impact; and the relationship internal marketing has on Market Orientation, Organization Commitment and Business Performance. In order to deliver results according to time and also to avoid unnecessary cost factors, a convenient sampling approach and quantitative survey methods were used to collect the primary data from top managers, front line staffs, and other major employees who are part of the successful implementation of banking operations and activities. iv Each variable was measured using previously developed components of instruments that have demonstrated good psychometric properties. The study survey consisted of five sections: 1. Demographic information (gender, age, education level, and income level); 2. Internal marketing, measured using 17 items; 3. Organizational commitment, measured using 24 items; 4. Business performance measured using 10 items; and 5. Market orientation, measured using 15 items. The questionnaire was chosen based on the needs of the research to include a fivepoint Likert scale ranging from strongly disagree (1) to strongly agree (5) to measure the study variables. Keywords: Organization commitment, internal marketing, Market orientation, Commercial Banks, and Business performance.