EMPLOYEES’ PERCEPTION OF INTERNAL MARKETING AND SERVICE DELIVERY OF FAST FOOD RETAIL OUTLETS IN BENUE STATE
NKWUAGBA, John A.
Benue State Polytechnic, Ugbokolo, Benue State, Nigeria
UDODIRIM, Chukwuemeka
Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria
and
NJOKU, Princewill O.
Abia State University, Uturu, Abia State, Nigeria
ABSTRACT
This study was embarked upon to explore the effect of employees’ perception of internal marketing on service delivery of fast food retail outlets in Benue State-Nigeria. The quest to determine the relationship between job recruitment clarity, employees training, internal communication, employees’ empowerment, job security, reward system, motivation and job satisfaction specifically motivated the researchers. Primary and secondary sources of data were employed and the sample size of 700 respondents was determined using Cochran formula. Out of this number, 492 respondents representing 70.3% returned correctly filled and usable copies of the questionnaire. The stated hypotheses were tested using multiple regression analysis (MRA), using structural equation modeling (SEM) with the aid of strata 15 software. The researchers discovered that job recruitment clarity, employees’ empowerment, reward system and job satisfaction have positive coefficient and statistically significant while employees’ training as well as job security have positive coefficient but not statistically significant and motivation has negative coefficient and statistically significant. The researchers recommend that service firms should give a clear picture of job before employment and that service firms ought to send their employees to attend courses and trainings in order to increase their value to serve better, among others.
Keywords: Employees’ Perception, Internal Marketing, Service Delivery