Effects of Internal Marketing on Employees’ Customer Orientation in Ethiopian Airlines

Abstract

Internal marketing is taking employees as the most invaluable asset of an organization and treating them as internal customers because this result in gaining competitive advantage by organization respected. This research paper was conducted to examine the effect of internal marketing on customer orientation in Ethiopian Airlines. The target population of the study was employees of Ethiopian Airlines assigned in the area where there is a direct contact with customers either in person or through telephone. The data collection resulted from 208 feedbacks received from employees’ working at Passenger Service, Ethiopian Cargo, Global Call Center, ADD-CBT and Baggage Service, ADD- Sales office-Passenger, Ticket office and Ethiopian Cargo Sales. In addition to correlation analysis, further regression analysis was conducted to examine the effect of internal marketing on customer orientation.  The result indicate that all selected dimensions of internal marketing have significant relation with job satisfaction and organizational commitment where both job satisfaction and organizational commitment have significant effect on customer orientation as well.

Keywords: Internal Marketing, Training and Development, Communication, Motivation, Job Satisfaction, Organization Commitment, Customer Orientation