Internal marketing and organisational commitment : a study of a financial services institution

Abstract

In recent years there has been widespread acceptance of the concept of internal marketing. However, notwithstanding the platitudes about the positive advantages of having satisfied employees, little practical research has been done in the area. This study will help offset the imbalance as it deals with the subject of internal marketing empirically, linking it to organisational commitment in the context of a large financial organisation. While internal marketing has universal applicability to all organisational forms, the main emphasis will be on the financial services sector. The setting is Mid-Med Bank Limited which is a well established financial services institution with a number of subsidiary companies in diverse but related fields, a human resource complement in the vicinity of 1600 and a growing asset base of close to US $3 billion. The main activity of the organisation is offering a vast array of financial products and services through an extensive network of branches and offices spread throughout the Maltese islands to a diffused client base of well over a hundred thousand.