The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective

This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking branch e...

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Autores principales:	Leigh de Bruin, Mornay Roberts-Lombard, Christine de Meyer-Heydenrych
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	internal marketing service quality customer satisfaction conventional banking frontier marke Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/8d3304b71b3b497f9528c75024e5106c
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spelling	oai:doaj.org-article:8d3304b71b3b497f9528c75024e5106c2021-12-02T11:51:14ZThe interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective2331-197510.1080/23311975.2021.1872887https://doaj.org/article/8d3304b71b3b497f9528c75024e5106c2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1872887https://doaj.org/toc/2331-1975This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking branch employees at the customer front line of conventional banks in Oman using electronic surveys. A total of 355 responses were obtained for data analysis. The measurement and structural models were measured through structural equation modelling. The findings reveal that internal price, internal promotion, and internal performance management are influencers of service quality, with the latter having a direct relationship with customer satisfaction. In addition, service quality has a positive influence on customer satisfaction in conventional banks in Oman. The findings can guide conventional banking management in Oman on how internal marketing can promote service quality, ultimately leading to positive customer satisfaction experiences. Internal marketing as a strategy has been explored mostly in established western markets and not in the Middle Eastern region of the world. This study explores different internal marketing mix elements, which have been tested for the enablement of service quality and customer satisfaction in the conventional banking sector of Oman.Leigh de BruinMornay Roberts-LombardChristine de Meyer-HeydenrychTaylor & Francis Grouparticleinternal marketingservice qualitycustomer satisfactionconventional bankingfrontier markeBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	internal marketing service quality customer satisfaction conventional banking frontier marke Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	internal marketing service quality customer satisfaction conventional banking frontier marke Business HF5001-6182 Management. Industrial management HD28-70 Leigh de Bruin Mornay Roberts-Lombard Christine de Meyer-Heydenrych The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
description	This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking branch employees at the customer front line of conventional banks in Oman using electronic surveys. A total of 355 responses were obtained for data analysis. The measurement and structural models were measured through structural equation modelling. The findings reveal that internal price, internal promotion, and internal performance management are influencers of service quality, with the latter having a direct relationship with customer satisfaction. In addition, service quality has a positive influence on customer satisfaction in conventional banks in Oman. The findings can guide conventional banking management in Oman on how internal marketing can promote service quality, ultimately leading to positive customer satisfaction experiences. Internal marketing as a strategy has been explored mostly in established western markets and not in the Middle Eastern region of the world. This study explores different internal marketing mix elements, which have been tested for the enablement of service quality and customer satisfaction in the conventional banking sector of Oman.
format	article
author	Leigh de Bruin Mornay Roberts-Lombard Christine de Meyer-Heydenrych
author_facet	Leigh de Bruin Mornay Roberts-Lombard Christine de Meyer-Heydenrych
author_sort	Leigh de Bruin
title	The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
title_short	The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
title_full	The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
title_fullStr	The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
title_full_unstemmed	The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
title_sort	interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/8d3304b71b3b497f9528c75024e5106c
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The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective

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