THE TRADITIONAL INTERNAL MARKETING MIX AND ITS PERCEIVED INFLUENCE ON GRADUATE EMPLOYEE SATISFACTION IN AN EMERGING ECONOMY.

De Bruin-Reynolds, Leigh; Roberts-Lombard, Mornay; de Meyer, Christine

The primary objective of the study was to investigate the influence of the traditional internal marketing mix (internal product, internal price, internal distribution and internal promotion) on the satisfaction levels of employees participating in graduate development programmes (GDP) within retail banks in South Africa. Primary data was gathered using a questionnaire with items measuring the internal marketing mix, employee satisfaction and affective commitment. The sample consisted of GDP employees from three of the major banks in South Africa. The data was factor analysed and a stepwise regression was performed. The findings stipulate that employee satisfaction is influenced by internal product, collaborative culture and organisational structure. Therefore, meaningful training and development coupled with coaching support, ensuring the right fit between the employee's skills, personality and the job, clearly defined KPIs and the inclusion of career advancement plans, are necessary to enhance employee commitment to their employer. Finally, management should consider a clan type culture which encourages teamwork and involvement and decentralised organisational structures that promote integration between departments.

SOUTH Africa; INTERNAL marketing; JOB satisfaction; RETAIL industry; MARKETING management; MANAGEMENT

Journal of Global Business & Technology, 2015, Vol 11, Issue 1, p24

1553-5495

Academic Journal