The Impact of Internal Marketing Procedures on Banking Service Quality

Dr. BRAHIMI Farouk
Additional contact information
Dr. BRAHIMI Farouk: Mohamed Khider University- Biskra(Algeria)

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 2, 784-799

Abstract: This study delved into analyzing the impact of internal marketing procedures on the quality of banking services, using a sample of banks operating in Biskra. A random sample of 33 individuals from the employees of the following banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) was selected. To achieve the study’s objectives, a questionnaire was designed as a data collection tool, and appropriate statistical tests and tools within (SPSS.V 20) were used. The study distributed and retrieved 33 valid questionnaires for analysis. The study reached several results, including the significant impact of internal marketing procedures on the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) specific to the banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) operating in Biskra.This positive impact enables banks to achieve key success factors within their competitive environment. The study recommends the necessity of focusing on all internal marketing procedures (embedding a service culture, applying the marketing approach in human resources management, disseminating marketing information to all employees, and motivating and rewarding employees) by the studied banks on one hand. On the other hand, equal attention should be given to the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) to achieve desired success and excellence. Banks also have to embed a service culture and employees motivation, which offer actionable insights for banks to enhance their service quality in the way that achieve customer satisfaction and loyalty.

Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... -issue-2/784-799.pdf (application/pdf)
https://www.rsisinternational.org/journals/ijriss/ ... operating-in-biskra/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:2:p:784-799

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().