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Strengthening graduate employee commitment through internal marketing in the South African retail banking industry
South African Journal of Business Management
A strong internal marketing strategy can be critical to achieving and sustaining a competitive advantage as well as driving organisational change and enhanced organisational performance. This study sought to determine the influence of internal marketing mix elements on the satisfaction levels of recently employed graduates (GradDPs) within the retail banking industry in South Africa. The study also identified links between the satisfaction of GradDPs and their affective commitment in thisdoi:10.4102/sajbm.v48i4.46 fatcat:iik7iwsgwjf2lgyybfoef53sam