The Predicting Role of the Big Five Personality Traits on the Internal Marketing in the Nigerian Banking Industry

Abstract

Abstract:The bank reformations often led to higher workloads on the remaining staff which affected the quality of service. This is due to extra workloads on employees who remain working in the banking sector to carry out several jobs or workloads due to downsizing exercise which contribute to many stress-related sicknesses. This stress laden employment environment has greatly affected employee personality make up. Therefore, this study aimed to investigate the impact of employee personality factors, comprises of extroversion, neuroticism, agreeableness, conscientiousness and openness to experience on the internal marketing of employees in Nigerian banking industry. Purposive convenient sampling technique was used to select 221 frontline bank employees in Nigeria as respondents in the study. Questionnaires served as the main instrument of the study for data collection. Multiple regression analysis was used as the major method of data analysis. The big five personality traits theory and the mediated theory of internal marketing were used to underpin the research framework. Findings from this study could serve as future guidelines for Nigerian banks to inculcate the spirit of personality factors, comprises of extroversion, neuroticism, agreeableness, conscientiousness and openness to experience in the bank employee as well as incorporate internal marketing as a core strategy in order to meet employees' demands and fulfil customers' needs.