Internal Marketing, Employee Satisfaction and Corporate Brand Performance in the Ghanaian Banking Industry

Abstract

Internal marketing has attracted a lot of interest from researchers and practitioners over the last three decades. However, its relationship with employee satisfaction and corporate brand performance has not been systematically investigated. The purpose of this study is to explore the direct relationship between internal marketing and corporate brand performance and the indirect relationship through employee satisfaction and corporate brand performance .Data was collected from two hundred and thirty (230) staff of retail banks in Ghana and the result was analysed through exploratory factor analysis and multiple regression. The result indicates that some dimensions of internal marketing predict corporate brand performance and employee job satisfaction. However, empowerment had no significant relationship between corporate brand performance and employee job satisfaction. The study therefore concludes that internal marketing predicts both corporate brand performance and employee satisfaction; .however to achieve better results, internal marketing should be directed first at employee satisfaction so as to incentivize them to work harder in order to achieve high corporate brand performance.