The Perception on Internal Marketing of Bank X in South Luzon Area Branches Philippines

Authors : Leanna Mae B. Aguilar

Volume/Issue : Volume 7 - 2022, Issue 6 - June

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Business owners should always maintain all the factors relating to their business’ sustainability by integrating and improving their internal marketing. In line with this, this study aimed to figure out the perception of internal marketing (job satisfaction, training, motivation, inter-functional coordination and integration and understanding and differentiation) when grouped into demographic profile of South Luzon Area Branches of Bank X. Regarding the method of research, the study employed a descriptive analysis with a quantitative approach to achieve its objectives. The total enumeration of the respondents consisted of 134 organic employees; however, 117 only participated. The questionnaire utilized in the study was adopted in the study of Farzad (2008). The statistical methods used were Anova to check its differences. For the result, the study yielded internal marketing factors such as job satisfaction, training, motivation, inter-functional coordination and integration, and understanding differentiation have no significant differences when grouped according to demographic profile. For the recommendation, the researcher proposed a social media application that was aligned to internal marketing to provide a better marketing expansion and brand awareness that would build connections within the organization.

Keywords : job satisfaction, training, motivation, interfunctional coordination and integration and understanding and differentiation


Paper Submission Last Date
31 - March - 2024

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