THE INFLUENCE OF INTERNAL MARKETING ON LOYALTY OF GOVERNMENT SAVINGS BANK OFFICERS, SARABURI

Abstract

The objectives of this research were to study job characteristics, loyalty to organization of officers, and the relationship between job characteristics and loyalty to organization. The information were collected using questionnaire from the Government Savings Bank officers, Saraburi of 400 samples. The data were investigated using frequency distributions, percentage, mean, standard deviation, Pearson’s Correlation Coefficient, and Multiple Regression Analysis by Enter.

The results of the research showed that job characteristics as a whole was at the undecided level. When considering in each aspect of the freedom to work exhibited at the agree level. The outstanding of work, variety of work, importance of work, and feedback information were at the undecided level. Furthermore, the loyalty to organization as a whole showed at the agree level. When considering that the norm displayed at the agree level.
The attitude and behavior were at the undecided level, respectively. In addition, the hypothesis testing results found that the job characteristics as a whole and in each aspect presented the positive relationship to association to organization with significant at 0.05 level and the relationship was low to moderate level (r = 0.10 - 0.37). Moreover, the job characteristics; variety of skill, outstanding of work, freedom to work, and feedback information influenced to the loyalty of officers with significant at 0.05 level.