The Impact of Internal Marketing Practices on Employees’ Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector

Faisal Mohammed O. Almaslukh, Haliyana Khalid and Alaa Mahdi Sahi
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Faisal Mohammed O. Almaslukh: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
Haliyana Khalid: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia
Alaa Mahdi Sahi: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia

Sustainability, 2022, vol. 14, issue 15, 1-15

Abstract: Based on the social exchange theory, the current study aimed to develop and test a conceptual model that integrates the relationships among internal marketing dimensions (i.e., supportive and participative leadership, training and development, information and communication, and selection and appointment) and job satisfaction in the banking sector of Saudi Arabia, particularly during the COVID-19 pandemic. We collected data from 329 employees working in different private and public banks in Riyadh, Saudi Arabia. Overall, the findings confirmed the significant and positive effects of supportive and participative leadership, training and development, information and communication, and selection and appointment on employees’ job satisfaction. The current research contributes to the understanding of the broad role played by internal marketing practices in maintaining the job satisfaction of banking sector employees, during and possibly after the COVID-19 pandemic.

Keywords: internal marketing; job satisfaction; banking sector; social exchange theory; Saudi Arabia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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