Internal Marketing and Market Orientation of Mobile Telecommunication Companies in Nigeria

Abstract

The purpose of this study was to empirically investigate how Internal Marketing influences Market Orientation of Mobile Telecommunication Firms in Nigeria. Three hundred and seventy four (374) copies of the questionnaire were administered to respondents. Upon retrieval and data cleaning, 338 copies were subjected to Data analysis. Data analyses were aided by the use of SPSS version 20 and hypotheses were tested using the Simple Regression method. After the data analysis, it was revealed that: Most sampled employees agreed that internal marketing has led the firm to have sufficient understanding of the needs and preferences of customers to be able to continuously create superior value for them, understand the short-term strengths and weaknesses and the long-term capabilities of both current and potential competitors, and has been responsible for the improved level of their networks’ ability to coordinate personnel and other resources throughout the organisation. Internal Communication, Job Satisfaction and Employee Motivation were found to be strong dimensions of Internal Marketing that positively and significantly influences all the three measures of Market Orientation (customer focus, competitor focus and interfunctional coordination). There is a significant and positive influence of Organisational Commitment on the relationship between Internal Marketing and Market Orientation. We therefore concluded that all the three dimensions of Internal Marketing (internal communication, job satisfaction and employee motivation) positively correlate with the measures of Market Orientation (customer focus, competitor focus and interfunctional coordination). Also, there is a significant and positive influence of Organisational Commitment as moderating variable on the relationship between Internal Marketing and Market Orientation. Based on the findings and conclusions we recommended that since Internal Communication, Job Satisfaction and Employee Motivation all positively relates with Market Orientation, Mobile telecommunication firms in Nigeria should: Improve how both informal and formal information are exchanged between management and employee. Improve their physical facilities, equipment and communication materials, create opportunities for career development and regularly evaluate employees satisfaction with their work situation to know if employee’ enjoy and sees their job as pleasurable and satisfying. Improve employee motivation by giving financial incentives for additional work done, giving health insurance and also make the work environment comfortable. Also, since Organisational Commitment positively and significantly influences the relationship between Internal Marketing and Market Orientation, Mobile Telecommunication firms need to improve activities in the organisation that will make the employees proud to associate with the organisation as a result make them to be loyal and proud to discuss their organisation with others outside the organisation and want to stay even if they get a better offer.