Factors Affecting Internal Marketing in Public Universities in Kenya (A Case of Dedan Kimathi University of Technology)

Abstract

Purpose: Internal marketing is a considerably new concept in the marketing field as it was brought into perspective thirty years ago. Due to its age, it has taken a considerably long period to be fully implemented in many institutions, both public and private worldwide. This research was based on the factors affecting internal marketing in public universities in Kenya (a case study of Dedan Kimathi University of Technology). The research was limited to the university since it provided an adequate area for getting the necessary information on internal marketing strategies. As per the definition, it is the act of selling the organization to the external customer through the employees, who are the internal customers. The study was guided by the following specific objectives: To investigate the extent to which management incompetence prevails in Dedan Kimathi University of Technology; To assess the extent to which the knowledge of Internal Marketing has been adopted in Dedan Kimathi University of Technology; To explore the extent to which employee engagement in decision-making is embraced in Dedan Kimathi University of Technology; To examine the extent to which inadequate appreciation  and reward of employees affect IM; and To investigate the extent to which information protection affects IM in Dedan Kimathi University of TechnologyMethodology: The literature review was based on the former researches concerning the topic, which is mostly based on international journals. Descriptive design was used to undertake the study as it is concerned with answering questions such as who, how, what, which, when, how much and to what extent.Findings: According to the findings, it is evident that managerial incompetence, misunderstanding of the internal marketing concept, failure to involve employees in policy formulation and information affect implementation of internal marketing in the public universities.

Keywords: Service Triangle; External marketing; Interactive marketing; Internal marketing