EFFECT OF INTERNAL MARKETING STRATEGIES IN IMPROVING CUSTOMER SATISFACTION IN THE BANKING INDUSTRY: A STUDY OF ZENITH BANK PLC ENUGU

The study investigated the effect of internal marketing strategies in improving customer satisfaction in the banking industry with emphasis on Zenith bank Plc Enugu. The objective include determining whether there is a significant effect of internal marketing strategies such as employee training, internal communication, employee empowerment, employee motivation, and employee rewards on customer satisfaction with services of Zenith bank Plc. Enugu. To achieve these objectives, research questions and hypotheses were raised and a descriptive survey research was conducted. Primary data were collected using questionnaire, while secondary data were collected from already existing materials such as magazines, newspapers, and journals. The Simple random sampling was used to select a sample size from the population of marketing staff and customers of Zenith bank Plc Enugu. The hypotheses formulated were tested using the chi-square(x2) statistical tool. After the test of hypotheses it was observed; there is a significant effect of internal marketing strategies such as employee training, internal communication, employee empowerment, employee motivation, and employee rewards on customer satisfaction with services of Zenith bank Plc. Enugu. Hence, the researcher concluded that there is a significant effect of internal marketing strategies such as employee training, internal communication, employee empowerment, employee motivation, and employee rewards on customer satisfaction with services of Zenith bank Plc. Enugu. Based on these findings the researcher recommended that there is a significant effect of internal marketing strategies in improving customer satisfaction in the banking industry.