The effect of internal marketing on employee job satisfaction in telecommunication sector in Sudan : a case study of Sudan telecom company (2011-2020)‎

Abstract EN

This research investigated the effect of Internal Marketing on Employee Job Satisfaction in Telecommunication Sector in Sudan, using Sudani Telecom Company as a case study.

The main objective of this research is to illuminate the effect of Internal Marketing on Sudani Employees Job Satisfaction.

The problem in this Study is that most of Sudani company employees are feeling unsatisfied with their jobs, resulting in nigh turnover rate in the company.

This employee’s dissatisfaction might be attributed to the absence or improper application of Internal Marketing Strategy in Sudani company.

The study adopted four main hypotheses representing the four Internal Marketing elements used by the researcher: Hf: There is a statistically significant relationship between Rewards & Incentives and Employee Job Satisfaction in Sudani Company.

H2: There is a statistically significant relationship between Training & Development and Employee Job Satisfaction in Sudani Company.

H3: There is a statistically significant relationship between Employee Empowerment and Employee Job Satisfaction in Sudani Company.

H4:Th ere is a statistically significant relationship between Employee Internal Communications and Employee Job Satisfaction in Sudani Company.

This Study adopted the descriptive analytical approach, in addition the historical approach.

The results of this Study found that, Rewards & Incentives have Strong, positive and significant effect on Employee Job Satisfaction, Training & Development has a Strong, positive and significant effect on Employee Job Satisfaction, Employee Empowerment has a positive and significant effect on Employee Job Satisfaction and Employees Internal Communications have a positive and significant effect on Employee Job Satisfaction.