Strengthening graduate employee commitment through internal marketing in the South African retail banking industry
A strong internal marketing strategy can be critical to achieving and sustaining a competitive advantage as well as driving organisational change and enhanced organisational performance. This study sought to determine the influence of internal marketing mix elements on the satisfaction levels of rec...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2017-12-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/46 |
| _version_ | 1828342671773532160 |
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| author | M. Roberts-Lombard L. Reynolds-de Bruin |
| author_facet | M. Roberts-Lombard L. Reynolds-de Bruin |
| author_sort | M. Roberts-Lombard |
| collection | DOAJ |
| description | A strong internal marketing strategy can be critical to achieving and sustaining a competitive advantage as well as driving organisational change and enhanced organisational performance. This study sought to determine the influence of internal marketing mix elements on the satisfaction levels of recently employed graduates (GradDPs) within the retail banking industry in South Africa. The study also identified links between the satisfaction of GradDPs and their affective commitment in this context. A census approach to generating data was applied in the study by using a person-administered and an electronic survey method. Regression analysis was used to test the relationships proposed in the study. The results indicated that internal marketing significantly influences GradDP employee satisfaction within retail banks in South Africa and that a positive relationship exists between GradDP employee satisfaction and their affective commitment. The study results allowed for recommendations that retail banks provide training and support programmes to assist managers in developing a more participative style of leading. Such programmes would assist leaders in consulting employees more often and ensuring that they have sufficient autonomy when executing their work. It would also help leaders to create a safer GradDP employee environment that fosters openness, risk-taking and idea generation. |
| first_indexed | 2024-04-13T23:32:46Z |
| format | Article |
| id | doaj.art-c903efbc4c3b47fe8aa60e32444d8d33 |
| institution | Directory Open Access Journal |
| issn | 2078-5585 2078-5976 |
| language | English |
| last_indexed | 2024-04-13T23:32:46Z |
| publishDate | 2017-12-01 |
| publisher | AOSIS |
| record_format | Article |
| series | South African Journal of Business Management |
| spelling | doaj.art-c903efbc4c3b47fe8aa60e32444d8d332022-12-22T02:24:51ZengAOSISSouth African Journal of Business Management2078-55852078-59762017-12-014849110510.4102/sajbm.v48i4.4632Strengthening graduate employee commitment through internal marketing in the South African retail banking industryM. Roberts-Lombard0L. Reynolds-de Bruin1University of JohannesburgUniversity of JohannesburgA strong internal marketing strategy can be critical to achieving and sustaining a competitive advantage as well as driving organisational change and enhanced organisational performance. This study sought to determine the influence of internal marketing mix elements on the satisfaction levels of recently employed graduates (GradDPs) within the retail banking industry in South Africa. The study also identified links between the satisfaction of GradDPs and their affective commitment in this context. A census approach to generating data was applied in the study by using a person-administered and an electronic survey method. Regression analysis was used to test the relationships proposed in the study. The results indicated that internal marketing significantly influences GradDP employee satisfaction within retail banks in South Africa and that a positive relationship exists between GradDP employee satisfaction and their affective commitment. The study results allowed for recommendations that retail banks provide training and support programmes to assist managers in developing a more participative style of leading. Such programmes would assist leaders in consulting employees more often and ensuring that they have sufficient autonomy when executing their work. It would also help leaders to create a safer GradDP employee environment that fosters openness, risk-taking and idea generation.https://sajbm.org/index.php/sajbm/article/view/46 |
| spellingShingle | M. Roberts-Lombard L. Reynolds-de Bruin Strengthening graduate employee commitment through internal marketing in the South African retail banking industry South African Journal of Business Management |
| title | Strengthening graduate employee commitment through internal marketing in the South African retail banking industry |
| title_full | Strengthening graduate employee commitment through internal marketing in the South African retail banking industry |
| title_fullStr | Strengthening graduate employee commitment through internal marketing in the South African retail banking industry |
| title_full_unstemmed | Strengthening graduate employee commitment through internal marketing in the South African retail banking industry |
| title_short | Strengthening graduate employee commitment through internal marketing in the South African retail banking industry |
| title_sort | strengthening graduate employee commitment through internal marketing in the south african retail banking industry |
| url | https://sajbm.org/index.php/sajbm/article/view/46 |
| work_keys_str_mv | AT mrobertslombard strengtheninggraduateemployeecommitmentthroughinternalmarketinginthesouthafricanretailbankingindustry AT lreynoldsdebruin strengtheninggraduateemployeecommitmentthroughinternalmarketinginthesouthafricanretailbankingindustry |