INTERNAL MARKETING AND EMPLOYEE PERFORMANCE IN INSURANCE INDUSTRY IN NIGERIA

Authors

  • Emmanuel Udonde Unyime
  • Okon Akpan Aniefiok
  • Eyo Awah Aniekan

Keywords:

Internal Marketing, Insurance Industry, Employee Performance

Abstract

The aim of an organization is on how to increase the performance of their employees. This is   because when a firm experiences an increase in their employee performance, such a firm can expand their productivity and satisfy their external customers. For an organization's employee performance to be improved, internal marketing variables must be properly assessed by management. In this regard, this study was carried out to assess the effect of internal marketing on employee performance in insurance industry in Nigeria . The researchers adopted a survey research design in the study. . The population included the employees of Anchor Insurance Company in Uyo and a sample size of 34 employees was studied. The internal marketing variables (independent variables) considered in the study were Motivation and Promotion. The dependent variable was Employee Performance. The descriptive statistic, simple linear regression model, correlation matrix, VIF, t-statistic (t-stat), F-ratio and P-value were used to analyze the data and test the hypotheses at 5% level of significance. From the analysis, Motivation and Promotion indicated a positive and significant effect on EP (P-value<0.05).  The major findings revealed that internal marketing has a positive and significant effect on employee performance. That is, treating employees as the first market and focusing on their needs will lead to higher performance of employee. It was concluded that internal marketing has a positive and significant effect on employee performance in Insurance Industry. In line with this, it was recommended that the company should focus on meeting the needs and wants of their employee by using these internal marketing variables to increase their performance.

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Published

2022-02-17

How to Cite

Unyime, E. U., Aniefiok, O. A., & Aniekan, E. A. (2022). INTERNAL MARKETING AND EMPLOYEE PERFORMANCE IN INSURANCE INDUSTRY IN NIGERIA . British International Journal of Business and Marketing Research, 5(1). Retrieved from https://aspjournals.org/Journals/index.php/bijbmr/article/view/27

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