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