The role of internal marketing in improving service quality: a case study of the Algerian Foreign Bank
DOI:
https://doi.org/10.26661/2522-1566/2024-3/29-11Keywords:
internal marketing, job performance, job satisfaction, quality of banking services, Algerian Foreign BankAbstract
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.
JEL Classification: M3, L15, G21
References
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Tsai, Y., & Tang, T.-W. (2008). How to improve service quality: Internal marketing as a determining factor. Total Quality Management & Business Excellence, 19(11). Retrieved from https://doi.org/10.1080/14783360802323479
WAMBUGU , L. (2015). Impact of Internal Marketing on Service Quality and Customers Satisfaction A Case Study of Equity Bank, Kengeleni Branch. Research Journal of Finance and Accounting, 6(19).
Zegeye Worede, Y. (2019). The Effect of Internal Marketing on Employee Job Satisfaction of Lion International Bank. Journal of Marketing and Consumer Research, 63. DOI: 10.7176/JMCR/63-02
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Chorfi, M., & Boudiaf, I. (2022). The Impact of Internal Marketing on Services Quality Banking Case Study at the National Bank of Algeria in Constantine. Journal of economic additions, 6(1).
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Hadjab , M., & Mezghiche , A. (2022). The bet to achieve quality in banking information systems using internal marketing strategies in the National Bank of Algeria. Journal of Research in Finance and Accounting, 7(1).
Hadjab, M., & Arkoub, O. (2020). The role of internal marketing strategy in achieving the quality of banking information system- A case of the Algerian National Bank (BNA)-. El-MOGGAR Journal For Economic Studies, 3(1).
Hashem, T., & Al-nsour, I. (2012). THE EFFECT OF INTERNAL MARKETING ON INTERNAL SERVICE QUALITY IN JORDANIAN BANKS. Asian Journal of Business and Management Sciences, 2(2).
Mahmoudi , A., & Abdelhamid, F. (2022). The effectiveness of internal marketing in improving the quality of hotel services-Case Study Hotel Mellesse of tissemsilt. Academic Review of social and human studies, 14(2).
MILANOVIĆ, V., & MILETIĆ, V. (2023). EVOLUTION AND APPLICATION OF INTERNAL MARKETING AND ITS ROLE IN FINANCIAL SERVICE ORGANIZATIONS. MB University International Review, 1(1). doi:DOI: https://doi.org/10.61837/mbuir010123053m
Pinto Farrim Fernandes Santiago, M., Coelho , A., & Bairrada , C. (2023). How can internal marketing practices help achieve organizational success? BRAZILIAN JOURNAL OF PUBLIC ADMINISTRATION (RAP), 57(4). DOI: https://doi.org/10.1590/0034-761220220364x
Reddy, D., & Reddy, D. (2016). A Study on the Impact of Internal Marketing on Banks, Internal Service Quality and Building Customer Relationship. International Journal of Exclusive Management Research (IJEMR), 6(1).
SIMO MFONTE , C., DOUANLA , J., & FANGUE , L. (2019). The Impact of Internal Marketing on Service Quality (Case Study: African Community Credit – West Region, Cameroon). International Journal of Business Marketing and Management (IJBMM), 4(2).
Vinay Dhanale, R., Pavitra Yalamarti, R., & Sethumadhavan, R. (2022, November). Impact of Internal Marketing on Employee Job Satisfaction. International Journal of Innovative Research in Science, Engineering and Technology (IJIRSET), 11(11). DOI:10.15680/IJIRSET.2022.111147
Yafang , T., & Wang Wu, S. (2011, December). Using internal marketing to improve organizational commitment and service quality. The Journal of Advanced Nursing (JAN), 67(12). Retrieved from https://doi.org/10.1111/j.1365-2648.2011.05696.x
Ying Ieongu, C., & Lam, D. (2016). Role of Internal Marketing on Employees' Perceived Job Performance in an Asian Integrated Resort. Journal of Hospitality Marketing & Management, 25(5). Retrieved from https://doi.org/10.1080/19368623.2015.1067664
Balemba Kanyurhi, E., & Bugandwa Mungu Akonkwa, D. (2016). Internal Marketing, Employee Job Satisfaction, and Perceived Organizational Performance in Microfinance Institutions: empirical study from Kivu (DRC). International Journal of Bank Marketing, 34(5). DOI: 10.1108/IJBM-06-2015-0083
Barnes, B., Fox, M., & Morris, D. (eds.). (2004). Exploring the Linkage between Internal Marketing, Relationship Marketing and Service Quality: a Case Study of a Consulting Organization. Total Quality Management & Business Excellence, 15(5-6). Retrieved from https://doi.org/10.1080/14783360410001680080
CHAMI, A., & KADDECHE, S. (2021). The effect of internal marketing on knowledge sharing:a case study of Algerian National Bank BNA. Al Bashaer Economic Journal, 7(3).
de Bruin, L., Lombard, M., & -Heydenrych, C. (2021). The interrelationship between internal marketing, employee perceived quality and customer satisfaction – a conventional banking perspective. Cogent Business & Management, 8(1). Retrieved from https://doi.org/10.1080/23311975.2021.1872887
Ezzat Hashad, M., Mohamed Hussien, I., Hani Abd-Elhady, M., & Elsayed Ibrahim Abouelenien, R. (2023, December). The Effect of Internal Marketing on Job Performance in Hotels and Travel Agencies: The Mediating Role of Knowledge Sharing. Journal of the Faculty of Tourism and Hotels, 7(2).
Fawad Latif, K., & Bakhsh Baloch, Q. (2015). Role of Internal Service Quality (ISQ) in the relationship between Internal Marketing and Organizational Performance. Abasyn Journal of Social Sciences, 8(2).
Hassan Elmubasher Eltayib, N. (2023). "The Effect of Internal Marketing Determinants on Employee Satisfaction". Arab Journal for Scientific Publishing (AJSP), 6(58).
Lings, I. (1999, August). Managing Service Quality with Internal Marketing Schematics. Long Range Planning, 32(4). Retrieved from https://doi.org/10.1016/S0024-6301(99)00048-5
O Almaslukh, F., & Khalid , H. (2022). The Influence of Internal Marketing Practices in the Banking Sector: A Systematic Review Approach. International Journal of Academic Research in Business and Social Sciences, 12(08). Retrieved from http://dx.doi.org/10.6007/IJARBSS/v12-i8/14587
PUSHPAKUMARI, M. (2008, Joan). The Impact of Job Satisfaction on Job Performance : An Empirical Analysis. Meijo Ronso, 9(1).
Ramzanpour, Z., Roholalamini, M., & Gholipour, S. (2020). THE EFFECT OF INTERNAL MARKETING ON CUSTOMER SATISFACTION TAKING INTO ACCOUNT THE SOCIAL RESPONSIBILITY OF THE ORGANIZATION. EAST-WEST Journal of ECONOMICS AND BUSINESS, 23(2).
Suleiman Aburoub, A., Mohammad Hersh , A., & Aladwan , K. (2011, May ). Relationship between Internal Marketing and Service Quality with Customers' Satisfaction. International Journal of Marketing Studies, 3(2).
Tsai, Y., & Tang, T.-W. (2008). How to improve service quality: Internal marketing as a determining factor. Total Quality Management & Business Excellence, 19(11). Retrieved from https://doi.org/10.1080/14783360802323479
WAMBUGU , L. (2015). Impact of Internal Marketing on Service Quality and Customers Satisfaction A Case Study of Equity Bank, Kengeleni Branch. Research Journal of Finance and Accounting, 6(19).
Zegeye Worede, Y. (2019). The Effect of Internal Marketing on Employee Job Satisfaction of Lion International Bank. Journal of Marketing and Consumer Research, 63. DOI: 10.7176/JMCR/63-02
Boudaoud , H., Bouziane, H., & Boulekroune , R. (2023). Internal Marketing as an Entrance to Building Quality of Services (Study the mobile phone market in Algeria). Journal of Economic Papers, 14(1).
Cheriet, H., & Attoui, N. (2022). The impact of internal marketing practices on improving the quality of banking service-case study of the bank for Agriculture and rural Development in msila. Journal of Economic Papers, 13(1).
Chorfi, M., & Boudiaf, I. (2022). The Impact of Internal Marketing on Services Quality Banking Case Study at the National Bank of Algeria in Constantine. Journal of economic additions, 6(1).
Grichi, C. (2023). The impact of internal marketing on the quality of banking services An applied study on a group of commercial banks at the Biskra state level. Review of Human Sciences, 23(1).
Hadjab , M., & Mezghiche , A. (2022). The bet to achieve quality in banking information systems using internal marketing strategies in the National Bank of Algeria. Journal of Research in Finance and Accounting, 7(1).
Hadjab, M., & Arkoub, O. (2020). The role of internal marketing strategy in achieving the quality of banking information system- A case of the Algerian National Bank (BNA)-. El-MOGGAR Journal For Economic Studies, 3(1).
Hashem, T., & Al-nsour, I. (2012). THE EFFECT OF INTERNAL MARKETING ON INTERNAL SERVICE QUALITY IN JORDANIAN BANKS. Asian Journal of Business and Management Sciences, 2(2).
Mahmoudi , A., & Abdelhamid, F. (2022). The effectiveness of internal marketing in improving the quality of hotel services-Case Study Hotel Mellesse of tissemsilt. Academic Review of social and human studies, 14(2).
MILANOVIĆ, V., & MILETIĆ, V. (2023). EVOLUTION AND APPLICATION OF INTERNAL MARKETING AND ITS ROLE IN FINANCIAL SERVICE ORGANIZATIONS. MB University International Review, 1(1). doi:DOI: https://doi.org/10.61837/mbuir010123053m
Pinto Farrim Fernandes Santiago, M., Coelho , A., & Bairrada , C. (2023). How can internal marketing practices help achieve organizational success? BRAZILIAN JOURNAL OF PUBLIC ADMINISTRATION (RAP), 57(4). DOI: https://doi.org/10.1590/0034-761220220364x
Reddy, D., & Reddy, D. (2016). A Study on the Impact of Internal Marketing on Banks, Internal Service Quality and Building Customer Relationship. International Journal of Exclusive Management Research (IJEMR), 6(1).
SIMO MFONTE , C., DOUANLA , J., & FANGUE , L. (2019). The Impact of Internal Marketing on Service Quality (Case Study: African Community Credit – West Region, Cameroon). International Journal of Business Marketing and Management (IJBMM), 4(2).
Vinay Dhanale, R., Pavitra Yalamarti, R., & Sethumadhavan, R. (2022, November). Impact of Internal Marketing on Employee Job Satisfaction. International Journal of Innovative Research in Science, Engineering and Technology (IJIRSET), 11(11). DOI:10.15680/IJIRSET.2022.111147
Yafang , T., & Wang Wu, S. (2011, December). Using internal marketing to improve organizational commitment and service quality. The Journal of Advanced Nursing (JAN), 67(12). Retrieved from https://doi.org/10.1111/j.1365-2648.2011.05696.x
Ying Ieongu, C., & Lam, D. (2016). Role of Internal Marketing on Employees' Perceived Job Performance in an Asian Integrated Resort. Journal of Hospitality Marketing & Management, 25(5). Retrieved from https://doi.org/10.1080/19368623.2015.1067664
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Published
2024-10-18
Issue
Section
Marketing
How to Cite
Brahimi, A. and Kadri, D. (2024) “The role of internal marketing in improving service quality: a case study of the Algerian Foreign Bank”, Management and Entrepreneurship: Trends of Development, 3(29), pp. 113–129. doi:10.26661/2522-1566/2024-3/29-11.
