INTERNAL MARKETING MOTIVATION AND EMPLOYEES' CHALLENGES: A STUDY OF SELECTED RURAL BANKS IN GHANA

Abstract

The purpose of this study was to get a better understanding of internal marketing motivation and challenges faced by employees of rural banks in Eastern Region of Ghana. The sample size for the study was 350 employees and was selected using convenience sampling technique. Questionnaire was the main instrument used for data collection. The data was analyzed using descriptive statistics based on frequencies and percentages. Results of the study showed that money was not the only incentive that motivated employees of rural banks to work very harder. The results also showed that employees of the rural banks lacked the logistics to enable them perform effectively. Furthermore, the study revealed that employees of rural banks have not been accorded the recognition they deserved by management. Moreover, the study indicated that sales target set for employees were very difficult to achieve. Hence, for employees to achieve sales target set, performance of staff must fully reflect rewards given to them to serve as a motivational tool. Also, management should provide the needed logistics and put in place a comprehensive plan for training and development of all staff to equip them with the necessary skills to perform effectively.

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