Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan¡¯s Saderat Bank

Maryam Haghighikhah, Mahdieh Khadang and Masoud Arabi

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 147-158

Abstract: Internal marketing is too important for all organizations and it¡¯s especially critical for a people intensive industry such as banking. This paper examines the effects of internal marketing on satisfaction of employees and employee¡¯s word of mouth. Dimensions of internal marketing, which were studied are training, supervisory support, empowerment, communication and compensation. The study has been done in Saderat Bank of Iran in Gulian and we used the technique of Structural Equation Modeling to provide a model. The analytical results demonstrate that approximately 88% of the variance Satisfaction (R2 = 0.88) is explained by Internal marketing and approximately, 82% of the variance word of mouth (R2 = 0.82) is explained by Satisfaction and Internal marketing.

Keywords: internal marketing; job satisfaction; word of mouth (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijms/article/view/56487/31310 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijms/article/view/56487 (text/html)

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:ibn:ijmsjn:v:8:y:2016:i:2:p:147-158

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().