The Impact of Internal Marketing on Customer Satisfaction of Second-tier Microfinance Institutions in Cameroon

Abstract

The purpose of this paper is to investigate the effect of internal marketing on customer satisfaction in the second-tier microfinance institutions in Cameroon. Specifically, in this paper, the role of three dimensions of internal marketing on customer satisfaction is empirically examined. Hypotheses are developed based on the literature review. The conceptual model is tested using the structural equations modeling (SEM) with STATA 14 on survey data collected from 372 customers and 60 employees of second-tier microfinance institutions in Cameroon. The results indicate that two dimensions of internal marketing (rewards and training/development) have a positive and significant effect on customer satisfaction. The effect of vision on customer satisfaction is positive but non-significant.