The impact of internal marketing concept towards staff performance at Lembaga Kemajuan Ikan Malaysia (LKIM) Sabah / Siti Norjanah Yunos

• Main Author: Yunos, Siti Norjanah
• Format: Student Project
• Language: English
• Published: 2015
• Subjects: Market segmentation. Target marketing; Market surveys. Including brand choice. Brand loyalty; Job evaluation; Job satisfaction; Performance standards
• Online Access: https://ir.uitm.edu.my/id/eprint/67222/1/67222.pdf; https://ir.uitm.edu.my/id/eprint/67222/

The purpose of this paper is to study the impact of internal marketing concept towards staff performance at Lembaga Kemajuan Ikan Malaysia (LKIM) Sabah. Data collection from staff LKIM Sabah was targeted as respondents. Quantitative approaches were used for data collection from 44 employees and effective data was further analyzed by using inferential techniques on Statistical Package for Social Science ( SPSS ) . The findings of the study suggested that internal marketing concept had a significant impact on employees' performance of the firm. It designed a research framework to show how LKIM Sabah uses internal marketing concept towards staff performance. Empirical findings confirmed that internal marketing concept has positive direct and indirect impact on staff performance. LKIM should convert internal marketing as a strategy into their core operations and systems to meet employees' demands and organization goals. The paper introduces a perspective of the interactions that take place between internal marketing concepts which affect staff performance.