Effect of Internal Marketing Strategy on Employee Performance among Selected Public Universities in Kenya
Journal Title: Africa International Journal of Management Education and Governance - Year 2017, Vol 2, Issue 3
Abstract
Purpose: The purpose of this paper was to analyse the effect of internal marketing strategy on employee performance among selected public universities in Kenya. Design/Methodology: A total of 384 employees were sampled from both administrative and academic staff positions, employing stratified random sampling proportionately from the selected four Universities. The study used primary data which was largely quantitative, collected by use of structured questionnaires. Both descriptive and inferential analyses were conducted. Findings reveal a significant relationship between internal marketing strategy and employee performance among selected public universities in Kenya. Findings: Findings reveal a significant relationship between internal marketing strategy and employee performance among selected public universities in Kenya. Theoretical implications: This study adds value to theory by not only looking at financial development attributes but by empirically analyzing the extent of the effect of internal marketing on employee performance. The study validates the main theory underpinning the study that is the Resource Based View. As established in the study, employees across various public higher education institutions are the key resources thereof, tasked with the mandate to produce both competitive and marketable graduates. Originality/Value: The paper fills an important gap in academic literature by providing insights into the effect internal marketing strategy and employee performance among selected public universities in Kenya. This paper provides policy makers with evidence on the implications of internal marketing strategy and employee performance among selected public universities in Kenya.
Authors and Affiliations
Lydia Muriuki
Keywords
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Effect of Internal Marketing Strategy on Employee Performance among Selected Public Universities in Kenya
Purpose: The purpose of this paper was to analyse the effect of internal marketing strategy on employee performance among selected public universities in Kenya. Design/Methodology: A total of 384 employees were sampled f...