H.M.D.S. Wijenayaka

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ABSTRACT

Internal marketing is one of the main strategies for service companies in which companies try to optimize the organizational environment to improve service quality. Berry and Gronroos introduced in 1980s for the first time internal marketing concept, in the heart of the internal marketing this point is that employees, domestic market within an organization. This thesis examines the depth of understanding and the applicability of internal marketing in the insurance industry which is not a conventional service industry. It also focuses on the relationship between perceptions of internal marketing and employee brand commitment in the Sri Lankan insurance industry. While considering and studying internal marketing and employee brand commitment in the Sri Lankan insurance industry context is one of the main purposes of this research. This is a quantitative method and data collect through questionnaire from 400 respondents. The quantitative data reveals that the influence of internal marketing on employee brand commitment is positive and significance. The results of this study will help the marketers to understand and develop this concept which can cater for the insurance companies. The results will also help the management staff of the insurance companies in the context of raising awareness in internal marketing as well as the Insurance Regulation Commission of Sri Lanka to regulate the internal marketing principles to the Sri Lankan insurance industry.

Keywords: Affective Commitment, Continuance Commitment, Insurance Industry, Internal Marketing, Normative Commitment

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