A
Study to Observe Factors of Internal Marketing and its
Impact on Employees’ Job Satisfaction: Evidence from
Karachi Pharmaceutical Industry
Muhammad Zubair
Kazi Kabeer
Emadul Karim
Mohammad Qutubuddin Siddiqui
Abstract
This study refers towards the significance of internal
marketing (IM) for employee job satisfaction of
pharmaceutical industry in Karachi. The backbone are the
employees if we talk about any organization for the
overall business performance and productivity therefore
organization need to maintain its workforce through
proper training & development, motivation, attractive
salary and compensation & developmental plan and
internal marketing plays a vital role in this context.
Several studies have already been published about the
importance of IM with highlighting the multiple areas
for the execution and betterment of whole business
performance. To fulfill the purpose of this study a
questionnaire was prepared on close ended type with
likert scaling approach to collect the data from
employees of production, sales and head office
management lower to top management staff of different
national and multinational pharmaceuticals companies.
The collected data from 100 respondents shows that to
make a satisfactory job environment, companies have to
focus more on practices of internal marketing. Due to
limitation of time and cost, this study covered only
industry of Karachi and it is recommended to further
analysis for pharmaceutical industry of other cities of
the Pakistan with special reference to internal
marketing.
JEL. Classification: M31; J28; J54.
Keywords: Internal Marketing, Job Satisfaction, Karachi Pharmaceutical Industry.
