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What is Internal Marketing about?

This thesis investigates the impact of internal marketing on the organizational commitment of employees at the Commercial Bank of Ethiopia (CBE). The study employs a quantitative approach, surveying 345 frontline employees and analyzing data using SPSS, revealing that dimensions of internal marketing such as training, empowerment, motivation, and internal communication significantly enhance job satisfaction, which in turn boosts organizational commitment. The findings suggest that CBE should implement inter

Author

ahadu abiy

Language

EN