THE EFFECT OF INTERNAL MARKETING ON EMPLOYEES JOB SATISFACTION ON THE CASE OF NYALA INSURANCE S.C

Abstract

The purpose of this study was to identify the effect of Internal marketing on employee’s job satisfaction in the case of Nyala insurance S.C. it uses internal marketing elements motivation, employee empowerment, training and internal communication as independent variable. The study applied explanatory research design. To collect primary resource, quantitative method is used. by applying Yamane formula, proportionate stratified sampling technique was used and taking 154 respondents. Those are front line employees of NISCO. The data was analyzed using IBM SPSS Statistics 27.0. The relation between internal marketing variables and Employees job satisfaction was determined based on correlation analysis and the effect of internal marketing on employee’s job satisfaction was determined by employing regression analysis. This study exposed that management of NISCO should be applied effective internal communication, rewards and incentives to improve employee motivation and satisfaction that and also should give periodical and regular training in order to improve employees’ skills and confidence. Moreover, by empowering employees properly, NISCO’s management can increase employees job satisfaction. The correlation result shows that there is a positive and significant relationship between internal marketing and employee’s job satisfaction. Based on the findings of this study imperative recommendation for practice and future research was provided.