EFFECT OF INTERNAL MARKETING ON ORGANIZATIONAL COMMITMENT OF SELECTED COMMERCIAL BANKS IN THE SOUTH-SOUTH GEOPOLITICAL ZONE OF NIGERIA

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.