Internal Communication and Market Orientation of Mobile Telecommunication Companies in Nigeria

Abstract

The purpose of this study was to empirically investigate how Internal Communication influences Market Orientation of Mobile Telecommunication Firms in Nigeria. The study adopted a descriptive investigation to establish the relationship between internal communications and market orientation. Instruments from previous studies were refined and used in this study. 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 communication  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 was found to be a strong dimension of Internal Marketing that positively and significantly influences all the three measures of Market Orientation (customer focus, competitor focus and interfunctional coordination). Based on the findings and conclusions the study recommended that since Internal Communication positively relates with Market Orientation, Mobile telecommunication firms in Nigeria should improve on 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