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Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan¡¯s Saderat Bank

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  • Maryam Haghighikhah
  • Mahdieh Khadang
  • Masoud Arabi

Abstract

Internal marketing is too important for all organizations and it¡¯s especially critical for a people intensive industry such as banking. This paper examines the effects of internal marketing on satisfaction of employees and employee¡¯s word of mouth. Dimensions of internal marketing, which were studied are training, supervisory support, empowerment, communication and compensation. The study has been done in Saderat Bank of Iran in Gulian and we used the technique of Structural Equation Modeling to provide a model. The analytical results demonstrate that approximately 88% of the variance Satisfaction (R2 = 0.88) is explained by Internal marketing and approximately, 82% of the variance word of mouth (R2 = 0.82) is explained by Satisfaction and Internal marketing.

Suggested Citation

  • Maryam Haghighikhah & Mahdieh Khadang & Masoud Arabi, 2016. "Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan¡¯s Saderat Bank," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 147-158, April.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:147-158
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    References listed on IDEAS

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    Cited by:

    1. Arwa Al-Twal & Mohammad Alawamleh & Doaa M. F. Jarrar, 2024. "An investigation of the role of Wasta social capital in enhancing employee loyalty and innovation in organizations," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-13, December.
    2. Xinyue Wang & Nor Asiah Binti Omar, 2023. "Nexus between Brand Love, Loyalty, Affective Commitment and Positive Word of Mouth: In the Context of Social Identity Theory," Sustainability, MDPI, vol. 15(4), pages 1-12, February.

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    More about this item

    Keywords

    internal marketing; job satisfaction; word of mouth;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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