Abstract
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 this context. A census approach to generating data was
applied in the study by using a person-administered and an electronic survey method.
Regression analysis was used to test the relationships proposed in the study. The results
indicated that internal marketing significantly influences GradDP employee satisfaction within
retail banks in South Africa and that a positive relationship exists between GradDP employee
satisfaction and their affective commitment. The study results allowed for recommendations
that retail banks provide training and support programmes to assist managers in developing a
more participative style of leading. Such programmes would assist leaders in consulting
employees more often and ensuring that they have sufficient autonomy when executing their
work. It would also help leaders to create a safer GradDP employee environment that fosters
openness, risk-taking and idea generation.