The effectiveness of internal marketing implementation at Sabah State Government Department / Nor Farhanna Ahmad Shah

The purpose of this paper aims to investigate the effectiveness of internal marketing implementation at Sabah State Government Department in Bahagian Istiadat & Protokol (BIP), Jabatan Ketua Menteri (JKM) Sabah with the research objectives 'to identify the factors influencing the effectiveness of internal marketing in BIP, JKM Sabah' and also to 'propose internal marketing strategies for an improvement in BIP, JKM Sabah'. The title was chosen by the researcher due to the insufficient number of staffs in BIP, JKM Sabah in handling official government events and visits. In addition, even most events were successfully managed, the amount of pressure and time are the problems faced by the staffs especially if the gap of events are close. Therefore, internal marketing concept namely job satisfaction, employee's motivation and empowerment was approached in independent variables (IV) of this research to see whether the said IV have a significant relationship or otherwise with the depending variable (DV) of internal marketing effectiveness to meet with the research objectives. Quantitative method were used by using questionnaire and an approach of self-administered were conducted. The respondents comprised of all 35 staffs of BIP, JKM Sabah. The data gathered was analyzed using inferential techniques on Statistical Package for Social Science (SPSS). The findings of this research shows that only job satisfaction had a significant relationship towards internal marketing effectiveness whereas employee's motivation and empowerment had no significant relationship with the said DV.