IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v8y2021i1p1872887.html
   My bibliography  Save this article

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

Author

Listed:
  • Leigh de Bruin
  • Mornay Roberts-Lombard
  • Christine de Meyer-Heydenrych

Abstract

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.

Suggested Citation

  • Leigh de Bruin & Mornay Roberts-Lombard & Christine de Meyer-Heydenrych, 2021. "The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1872887-187, January.
  • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1872887
    DOI: 10.1080/23311975.2021.1872887
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2021.1872887
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/23311975.2021.1872887?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1872887. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.