The role of internal marketing in improving service quality: a case study of the Algerian Foreign Bank
This study aims to determine the impact of internal marketing on both job performance and job satisfaction of employees at the level of Algerian banks, as well as the role played by internal marketing in order to improve the quality of banking service provided to customers, and therefore we conducte...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Zaporizhzhia National University
2024-10-01
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| Series: | Менеджмент та підприємництво: тренди розвитку |
| Subjects: | |
| Online Access: | https://management-journal.org.ua/index.php/journal/article/view/529/284 |
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| Summary: | This study aims to determine the impact of internal marketing on both job performance and job satisfaction of employees at the level of Algerian banks, as well as the role played by internal marketing in order to improve the quality of banking service provided to customers, and therefore we conducted an exploratory study that included a sample of 29 employees in the Algerian Foreign Bank through a questionnaire addressed to them, and we also relied on the descriptive analytical approach to introduce the variables of the study and analyze the results as well SPSSV24 For the analysis and processing of the data, the results obtained showed a positive and statistically significant relationship between inbound marketing and the quality of banking service provided by the Algerian Foreign Bank, as well as a statistically significant effect of inbound marketing on both job satisfaction and job performance of employees in the Algerian Foreign Bank. Finally, the study concluded by providing a set of recommendations, the most important of which is the need to pay attention to the selection and appointment process so that the bank must work to attract the best competencies and hire the right person in The appropriate function, in addition to continuous follow-up and monitoring of how employees deal with customers while providing financial and moral rewards to employees who deal well with the bank's customers. |
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| ISSN: | 2522-1566 |