Abstract:
Internal marketing practices are important for organizations as they motivate employees to
achieve better performance. The work attitudes are vital for the employees of the organization
to outperform within the industries. Banking industry is very vital for a developing economy
like Sri Lanka. Therefore, it is very useful to study how the internal marketing practices
contribute to the work attitude of the employees in the banking industry. A questionnaire
survey was conducted to obtain data as internal marketing practices and their implications
on work attitudes of bank employees. The sample size was 225. Convenient sampling was
adopted for this study as the bank branches were reluctant to share employee details with
the researcher. Regression and correlation were used to analyze the relationship between
internal marketing practices and work attitudes of bank employees. Findings suggest that
formal communication and informal communication regarding internal marketing practices
are positively correlated to the work attitude of employees in the banking industry. Regular
staff appraisals, managers’ interaction with employees, identification of expectations of
employees and assessing the quality of employment are important for the employees in the
banking industry. Further, it was also found that informal communication also contributes
to the work attitude of employees in the industry. Managers’ identification of employees
who work abnormally, understanding the employees’ requirement during their work in the
organization and the feelings about the job are also important for employees in the banking industry.
