Relationship between Internal Marketing and Service Quality with Customers' Satisfaction

Abdelmoti Suleiman Aburoub, Abdullah Mohammad Hersh, Kalil Aladwan

Abstract


This study aims at investigating the relationship between internal marketing and service quality to customers'
satisfaction in Jordan commercial banks, through answering the following questions: Do commercial banks in
Jordan apply the appropriate concept of internal marketing? What are the possible procedures that can be applied
in the banking sector? Is there any relationship between bank services quality and customer satisfaction?
In order to achieve the study objectives, two questionnaires were designed and distributed over two samples of
Jordan bank employees and customers totaling (231) and (384) respectively. The questionnaires were collected
and analyzed by using the SPSS. The study's conclusions are as follows:
-Study's sample attitudes were positive towards internal marketing (service culture, human resources
development, motives system and rewards) totaling (0.5693) more than virtual mean
-Study's sample evaluations were positive towards internal marketing procedures from employees perspectives
since its mean is more than the virtual mean (3), totaling (0.6935).
-Study's sample attitudes were positive towards banking service quality represented by (tangibility, reliability,
responsiveness, assurance, empathy), since evaluations before benefiting from the banking service were (3.566)
i.e. (0.566) more than the virtual mean, while after benefiting, the evaluations were (0.778) more that the virtual
mean.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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