June 1, 2017 Thesis Open Access

HABTAMU ERTIRO

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    <subfield code="a">THE RELATIONSHIP BETWEEN INTERNAL MARKETING PRACTICES AND EMPLOYEES' ORGANIZATIONAL COMMITMENT, THE CASE OF AWASH INSURANCE COMPANY S.C.</subfield>
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    <subfield code="a">&lt;p&gt;The objective of this study is to investigate the relationship between internal marketing and employees&amp;rsquo; organizational commitment in Awash Insurance Company (AIC). This research uses a cross-sectional study to survey the relationship between internal marketing and employees&amp;rsquo; organizational commitment. The population of interest in this study was professional staff of AIC. One hundred and twenty three questionnaires were distributed and 106 questionnaires were returned, yielding a response rate of 86.16%. The findings reveal that there is significant relationship between internal marketing and employees&amp;rsquo; organizational commitment. It is recommended that there is need for AIC to sensitized of their role in spearheading internal marketing initiatives, for a more proactive approach and for effective implementation of internal marketing strategies. The study will be of value to future scholars by stimulating further research to develop a better understanding of internal marketing best practices applied in Ethiopian insurance industry.&lt;/p&gt;</subfield>
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