ANALYZING THE INFLUENCE OF INTERNAL MARKETING COMPONENTS ON JOB SATISFACTION IN THE COMMERCIAL BANKS OF SINDH, PAKISTAN

Abstract

Focusing on commercial banks in Sindh, Pakistan, this research investigates the connection between internal marketing practices and employee job satisfaction. Internal marketing enhances employee satisfaction by adapting customer-focused strategies for staff, recognizing them as key stakeholders. The influence of internal marketing dimensions (e.g., communication channels, professional development opportunities, motivational tools, and empowerment practices) on job satisfaction is examined in this study. A quantitative research approach was adopted for this study, with data collected via structured questionnaires distributed to employees at various commercial banking institutions. Results indicate that effective implementation of internal marketing initiatives substantially enhances employee satisfaction within the workplace. Specifically, factors like internal communication and training opportunities were found to have the strongest impact on how satisfied employees are in their roles. Employees who feel empowered and motivated tend to experience greater job satisfaction, which in turn boosts their loyalty, enhances performance, and contributes to the overall success of the organization. The research indicates that implementing a strong internal marketing approach helps cultivate a supportive workplace culture, enhances employee morale, and lowers attrition rates within commercial banking institutions. The study suggests that banking sector leaders should adopt targeted internal marketing strategies to enhance employee engagement and job satisfaction, thereby driving better organizational performance.