EFFECT OF INTERNAL MARKETING ON EMPLOYEE JOB SATISFACTION IN COMPASSION INTERNATIONAL – GHANA ASSISTED PROJECTS IN THE CENTRAL REGION

ABSTRACT Traditionally, the primary focus and objective of most organisations were skewed towards serving and satisfying its external customers. However, in today’s turbulent, competitive and dynamic business environment, organizations are gradually appreciating that human resources are the conduit through which external customers could be satisfied, hence the need to satisfy employees first. Consequently, internal marketing has become a growing concept in organizations. The primary purpose of this study was to examine the effect of internal marketing on employee job satisfaction in Compassion International – Ghana Assisted Projects in the Central Region. The causal research design was adopted for the study. Stratified sampling technique was used in selecting the respondents for the study. Questionnaire was the main data collection instrument for the study. The Statistical Package for Social Sciences (SPSS) was the main analytical tool for the study. The findings of the study revealed that internal marketing was practiced in the organization. It was also found that employees were generally satisfied with their job, yet, their level of satisfaction was considered slightly high. Furthermore, it was found that internal marketing had an effect on employee job satisfaction. Finally, it was found that among the internal marketing elements, motivation had a positive but insignificant effect on employee job satisfaction. The study, therefore, concluded that motivation as an element of internal marketing must be critically looked at. The study therefore recommended management to have a careful look at the motivation element of internal marketing because the premise of internal marketing is the ‘motivation’ of employees.