| Abstract: | This study aims to investigate the effect of internal marketing on employee engagement at private
banks affiliated with the Cooperative Bank of Oromia in Ethiopia. The study's target population
was the Cooperative Bank of Oromia employees in Addis Ababa, Ethiopia. A model was made to
examine the factors affecting organizational commitment. It was tested empirically using a
sample of 144 from the 225 total populations of the selected branches in Addis Ababa. The
research approach applied to this study was quantitative. The stratified, proportional, and
simple random sampling methods were used for the respondents. The standardized internal
marketing and employee commitment questionnaires were adapted and modified from previous
standard questionnaires. To undertake the study, it attained the highest level of response rate as
it collected 140 valid respondent responses for analysis. Correlation analysis and ordinary
linear regression were used to analyze the gathered data. The study's findings show a strong
positive correlation between organizational commitment and internal marketing. The study's
four internal marketing dimensions—understanding, training, reward, and empowerment—all
have a strong positive correlation with it. Thus, this study shows that internal marketing tactics,
particularly those that emphasize employee awareness, training, empowerment, and rewards,
are important in fostering organizational commitment in service-oriented firms. As a result, this
study recommends that managers put in a lot of effort to increase employee commitment using
internal marketing techniques and strategies. The article provides strategies for leveraging
internal marketing to foster employee loyalty to the bank. These guidelines can be used by a
marketing manager or policymaker when creating employee policies. |
