Роль внутрішнього маркетингу в підвищенні якості послуг: приклад Іноземного банку Алжиру
DOI:
https://doi.org/10.26661/2522-1566/2024-3/29-11Ключові слова:
внутрішній маркетинг, ефективність роботи, задоволеність роботою, якість банківських послуг, Іноземний банк АлжируАнотація
Це дослідження має на меті визначити вплив внутрішнього маркетингу як на ефективність роботи, так і на задоволеність роботою працівників на рівні алжирських банків, а також роль, яку відіграє внутрішній маркетинг для підвищення якості банківських послуг, що надаються клієнтам, і тому ми провели розвідувальне дослідження, яке включало вибірку з 29 працівників Алжирського іноземного банку за допомогою анкети, адресованої їм, а також ми покладалися на описово-аналітичний підхід для введення змінних дослідження та аналізу результатів, а також SPSSV24 Для аналізу та обробки даних, отримані результати показали позитивний і статистично значущий зв'язок між вхідним маркетингом та якістю банківських послуг, що надаються Алжирським іноземним банком, а також статистично значущий вплив вхідного маркетингу як на задоволеність роботою, так і на продуктивність праці співробітників Алжирського іноземного банку. На завершення дослідження було надано низку рекомендацій, найважливішою з яких є необхідність звернути увагу на процес відбору та призначення, щоб банк працював над залученням найкращих компетенцій і наймав потрібну людину на відповідну посаду, на додаток до постійного спостереження та моніторингу того, як співробітники працюють з клієнтами, а також забезпечення фінансової та моральної винагороди для співробітників, які добре працюють з клієнтами банку.
JEL Classification: M3, L15, G21
Посилання
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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).
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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
Завантаження
Опубліковано
2024-10-18
Номер
Розділ
Маркетинг
Як цитувати
Brahimi, A. and Kadri, D. (2024) “Роль внутрішнього маркетингу в підвищенні якості послуг: приклад Іноземного банку Алжиру”, Менеджмент та підприємництво: тренди розвитку, 3(29), pp. 113–129. doi:10.26661/2522-1566/2024-3/29-11.
