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The Impact of Internal Marketing Practices on Employees’ Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector

Author

Listed:
  • Faisal Mohammed O. Almaslukh

    (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia)

  • Haliyana Khalid

    (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
    College of Business Administration, University of Business and Technology, Jeddah 23435, Saudi Arabia)

  • Alaa Mahdi Sahi

    (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
    College of Administration and Economics, Wasit University, Al-Kut 52001, Iraq)

Abstract

Based on the social exchange theory, the current study aimed to develop and test a conceptual model that integrates the relationships among internal marketing dimensions (i.e., supportive and participative leadership, training and development, information and communication, and selection and appointment) and job satisfaction in the banking sector of Saudi Arabia, particularly during the COVID-19 pandemic. We collected data from 329 employees working in different private and public banks in Riyadh, Saudi Arabia. Overall, the findings confirmed the significant and positive effects of supportive and participative leadership, training and development, information and communication, and selection and appointment on employees’ job satisfaction. The current research contributes to the understanding of the broad role played by internal marketing practices in maintaining the job satisfaction of banking sector employees, during and possibly after the COVID-19 pandemic.

Suggested Citation

  • Faisal Mohammed O. Almaslukh & Haliyana Khalid & Alaa Mahdi Sahi, 2022. "The Impact of Internal Marketing Practices on Employees’ Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector," Sustainability, MDPI, vol. 14(15), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9301-:d:875157
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    References listed on IDEAS

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    1. Maymunah Abdullatif Alismail & Abdulmohsen Saud Albesher, 2023. "Evaluating Developer Responses to App Reviews: The Case of Mobile Banking Apps in Saudi Arabia and the United States," Sustainability, MDPI, vol. 15(8), pages 1-24, April.

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