Internal Marketing Practices and Job Satisfaction: Evidence from a Nigerian University Setting

Olaleke Oluseye Ogunnaike (), Omotayo Oyeniyi () and Anthonia Adenike Adeniji ()
Additional contact information
Olaleke Oluseye Ogunnaike: Department of Business Studies, Covenant University, Ota, Ogun State, Nigeria
Omotayo Oyeniyi: Department of Business Studies, Covenant University, Ota, Ogun State, Nigeria
Anthonia Adenike Adeniji: Department of Business Studies, Covenant University, Ota, Ogun State, Nigeria

BRAND. Broad Research in Accounting, Negotiation, and Distribution, 2012, vol. 3, issue 3, 18-30

Abstract: This study investigated internal marketing practices and its relationship with job satisfaction in a Nigerian university environment. Results indicated internal marketing as having resultant effects on three major areas or components; understanding of organizational vision and values, quality delivery of external marketing as well as quality delivery of interactive marketing. It was also established that there was strong and positive relationship between internal marketing and job satisfaction. The research measures showed good psychometric values. These findings were discussed and situated within the Nigerian university environment. It was recommended that the university should place more emphasis on internal marketing practices thereby enhancing the quality delivery of both interactive and external marketing of the university. The university was advised to promote extrinsic job satisfaction among its staff. Areas of further studies were also suggested.

Keywords: Internal Marketing (IM); Job Satisfaction; Interactive Marketing; External Marketing; Factor Analysis; Nigeria. (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.edusoft.ro/brand/RePEc/bra/journl/brand_3_internal_marketing.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bra:journl:v:3:y:2012:i:3:p:18-30

Access Statistics for this article

BRAND. Broad Research in Accounting, Negotiation, and Distribution is currently edited by Bogdan Patrut

More articles in BRAND. Broad Research in Accounting, Negotiation, and Distribution from EduSoft Publishing
Bibliographic data for series maintained by Bogdan Patrut ().