WAKIBI AZIZ

MAKERERE UNIVERSITY

A DISSERTATION SUBMITTED TO MAKERERE UNIVERSITY IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY

CITATION: Wakibi, A. (June, 2017), Managerial competence, internal marketing and customer satisfaction: a case of commercial banks branches in Jinja District. International Journal of Social Science & Education (IJSSE), VOLUME 3 (IV), 29-52. ISSN 2105 6008.

ABSTRACT

This study investigated the relationships between managerial competence, internal marketing and customer satisfaction in commercial banks in Jinja District. The study objectives were; to establish the relationship between managerial competence and internal marketing in banks; to establish the relationship between managerial competence and customer satisfaction; to establish the relationship between internal marketing and customer satisfaction and to establish the relationship between managerial competence, internal marketing, and customer satisfaction in banks.The study was cross sectional in nature and adopted descriptive, quantitative approach. Both bank staff and the banks clientele were targeted as respondents. Sample size of 80 bank staff and 384 clients were used and the response rateof 95.3%. A five point Likert scale questionnaire was used for data collection. SPSS version 20.0was used to analyze the data in order to generate descriptive and inferential statistics. The findings revealed that there are positive relationships between; internal marketing and managerial competence, managerial competence and customer satisfaction, between internal marketing and customer satisfaction. In reference to the regression model, it was revealed that of the two independent variables, Internal Marketing was the more significant predictor of customer satisfaction in commercial banks. The study recommends that commercial banks should improve on their internal marketing processes most especially on communication, training and development in order to improve customer satisfaction. In consideration for future studies, the study recommends an investigation of; the effect of internal marketing on customer attitudes and consequently customer preferences. The mediating role of managerial competence on customer satisfaction and resulting bank performance; the banks’ perspective in regards to customer satisfaction. View Full PDF Version