ROLE OF INTERNAL MARKETING IN JOB SATISFACTION OF EMPLOYEES IN COMMERCIAL BANK

Internal marketing is relevant to all organizations and especially critical for a people intensive industry such as services. The study examines the relationship between the internal marketing dimensions and career benefits and employee job satisfaction in State Bank of India. The present study is confined to the selected public sector bank i.e., State Bank of India in Visakhapatnam city, Andhra Pradesh, India. The structured questionnaire is administered to front-line (or) customercontact employees of State Bank of India and the convenience sampling method, is used to collect the data from the employees. The total sample size is 300. The Statistical Package for Social Sciences (SPSS) and AMOS 20 are used for statistical analysis of the collected data. Confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) is used to assess the goodness of fit of the structural models. The internal marketing dimensions of work content, training, support from superior, support from colleague and recognition have a strong and significant influence on employees’ job satisfaction. The dimension working conditions has a low but significant influence on the employee job satisfaction. It was also found that career benefits have a strong and positive influence on employee job satisfaction.