Comparative Analysis Of The Adoption Of Internal Marketing Among Selected Public And Private Universities In Nigeria. (A Study Of University Of Port-Harcourt And Madona University)

ABSTRACT

The study focused on comparative analysis of the adoption of internal marketing among selected public and private universities in Nigeria. The objectives of the study are; ascertain the effect of adoption of employee motivation on performance among the selected universities, evaluate the effect of customer orientation on customer satisfaction among the selected universities, determine the effect of internal function co-ordination on industrial harmony among the selected universities, and to analyse the effect of employee’s job satisfaction on the employee performance among the selected universities. To achieve the objectives of the study, correlational research design was adopted. A total of 120 questionnaires were administered to the respondents of which 90 were completely filled and returned which represent 92% of the administered questionnaire. The researcher adopted both primary and secondary data in getting the required information. In testing the hypothesis, Ordinary Least square regression Techniques and correlation model was used. The findings revealed that Employee motivation has no positive significant effect on employee performance among the selected universities. The findings also revealed that Customer orientation has no positive significant effect on customer satisfaction as indicators of internal marketing among the selected universities and Internal function co-ordination has no positive significant effect on employee performance among the selected universities The researcher recommends that There should be effective employee’s motivation among the private and public universities in Nigeria. The payment of salaries and other financial and non financial rewards should be integrated to achieve employee performance increase and organizational productivity. The researcher also recommends that there should be effective organizational structure, designed to enhance effective coordination of internal functions with efficient communication mechanism to achieve organizational performance.

TABLE OF CONTENT

Title Page ﾿          i

Certification ﾿         ﾿         ii 

Declaration ﾿       iii

Dedication ﾿        iv

Acknowledgement ﾿                   v

Table of Content ﾿       vii

List of Table ﾿        xi

Abstract ﾿                xiv

CHAPTER ONE

INTRODUCTION

1.1The Background of the Study ﾿         1

1.2 Problem Statement ﾿         3

1.3 The objective of study ﾿         5

1.4 Research Question ﾿          5

1.5 Research Hypotheses ﾿          6

1.6 Significance of the Study ﾿          7

1.7 Scope of the Study ﾿          8

1.8 Operational Definition of Terms ﾿          8

1.9 Limitations of the Study ﾿          9

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework ﾿       10

2.1.1 Employee’s motivation and satisfaction ﾿       11

2.1.2 Customer Orientation and Purchase Satisfaction ﾿       13

2.1.3 Internal Function Co-ordination ﾿       16

2.1.3.1 Various Administrative Controls ﾿       18

2.1.4 Industrial Action in Nigerian Universities ﾿       21

2.1.5 Internal Marketing ﾿       24

2.1.7 Effect of Internal Marketing ﾿       24

2.1.8 Internal Marketing and University Performance ﾿       32

2.2 Theoretical Framework ﾿       33

2.2.1 Theory of Internal Marketing ﾿       34

2.2.1.1 View of other Theorist about Internal Marketing ﾿       35

2.2.2 Theory of Motivation ﾿       38

2.3 Empirical Framework

2.3.1 Internal Marketing Practices and Job Satisfaction: Evidence from a Nigerian University Setting ﾿       43

2.3.2 Managing The Performance of Nigerian Universities For Sustainable Development Using Data Envelopment Analysis ﾿       43

2.3.3 Comparative Analysis of The Use of Internal Measures for Quality Assurance in Public and Private Universities in South East Nigeria ﾿       44

2.4 Summary of Literature ﾿       46

CHAPTER THREE

RESEARCH METHOD ﾿       47

3.1 ﾿ Research Design ﾿       47

3.2 Area of Study ﾿       47

3.3 ﾿ Population of the Study ﾿       48

3.4 ﾿ Sampling Plan ﾿       48

3.5 ﾿ Sample Size ﾿       48

3.6 ﾿ Method of Data Collection ﾿       48

3.7 ﾿ Data Analysis ﾿       48

3.8 Model specification ﾿       49

3.9 ﾿ Validity ﾿       50

3.10 Reliability ﾿       50

CHAPTER FOUR

RESULTS AND DISCUSSION

4.1 ﾿ QUESTIONNAIRE ADMINISTRATION ﾿       51

4.2 ﾿ General Data ﾿       55

4.3 Hypotheses Testing ﾿       64

4.4 DISCUSSION OF RESULTS ﾿       74

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary ﾿       78

5.2 Conclusions ﾿       78

5.3 Recommendations ﾿       79

APPENDIX A ﾿       81

APPENDIX B ﾿       85

LIST OF TABLE

Table 4.1: Questionnaire Administration ﾿ 51

Table 4.2:  Qn. 2:  Sex of the Respondents ﾿ 51

Table 4.3 ﾿ Qn. 3:  Age of the Respondents ﾿ 52

Table 4.4:  Educational qualification ﾿ 53

Table 4.5:  Position of the respondents ﾿ 54

Table 4.5: 6 Years of Experience of the respondents ﾿ 54

Table 4.7: The payment of salaries of staff can affect the output the Universities would achieve within period of time ﾿ 55

Table 4.8: The payment of salaries of employees can help the staff on Universities to teach at ease ﾿ 56

Table 4.9: The payment of salaries of staff in the Universities can help in increasing their job satisfaction ﾿ 57

Table 4.10: The payment of salaries of employees helps in employee retention in the Universities ﾿ 58

Table 4.11 The use of student orientation can help in student retention in the Universities ﾿ 59

Table 4.12: The use of staff seminars, workshops etc can help increase employee output of the Universities ﾿ 60

Table 4.13: The use of staff relations can help increase the understanding between the Universities and the staff ﾿ 61

Table 4.14: Effective communication helps in motivating the employee for getting students for the Universities ﾿ 62

Table 4.15: Job design for job satisfaction can help to increase employee loyalty for the Universities ﾿ 63

Table 4.16: Giving employee fringe benefits can help to increase commitment by the employee in the Universities ﾿ 64

Table 17: Model Summary of the simple regression for employee motivation on employee performance among the selected universities ﾿ 65

Table 18: Coefficients of regression of employee motivation on employee performance among the selected universities ﾿ 66

Table 19: Model Summary of the simple regression of customer orientation on customer satisfaction as indicators of internal marketing among the selected universities ﾿ 67

Table 20: Coefficients of regression of customer orientation ﾿ 68

Table 21: Model Summary of the simple regression of internal function co-ordination has no positive significant effect on employee performance among the selected universities ﾿ 69

Table 22: Coefficients of regression of Internal function co-ordination ﾿ 70

Table 23: The relationship between internal marketing and organizational performance ﾿ 71

Table 24:  Reliability coefficients of research measures ﾿ 71

Table 25: Comparative Analysis of the relationship between the adoption of employee motivation, satisfaction and organization performance in the public and private universities ﾿ 72

Table 26: Comparative analysis of the relationship between the adoption of customer orientation and customer satisfaction Madonna and Uniport in Nigeria ﾿ 73

Table 27: Comparative analysis of the relationship between internal function coordination and organizational performance ﾿ 74