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The Relationship Between Internal Marketing And Service Culture In Jordanian Commercial Banks

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  • Tareq N. Hashem

Abstract

The present study aimed to explore the impact of internal marketing on service culture in Jordanian commercial banks. In order to meet the study’s goals, a sample was chosen through the convenience sampling method. It consists from 100 employees. They were selected from the main branches of several Jordanian commercial banks located in Amman. After that, questionnaire forms were distributed to them. The collected data was analyzed statistically. It was found that there is much attention provided to internal marketing in Jordanian commercial banks. It was also found that there is much attention provided to service culture in Jordanian commercial banks. In addition, it was found that internal marketing dimensions jointly have a significant impact on service culture in Jordanian commercial banks. The researcher recommends providing much attention to the recruitment process. He also recommends holding more training courses in the aim of raising employees’ performance level. In addition, he recommends engaging employees in the decision making process.

Suggested Citation

  • Tareq N. Hashem, 2018. "The Relationship Between Internal Marketing And Service Culture In Jordanian Commercial Banks," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 12(1), pages 366-375.
    • Handle: RePEc:isp:journl:v:12:y:2018:i:1:p:366-375
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    References listed on IDEAS

    as
    1. Kong-Pin Chen, 2005. "External Recruitment as an Incentive Device," Journal of Labor Economics, University of Chicago Press, vol. 23(2), pages 259-278, April.
    2. Bitner, Mary Jo & Brown, Stephen W., 2008. "The service imperative," Business Horizons, Elsevier, vol. 51(1), pages 39-46.
    3. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
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    More about this item

    Keywords

    internal marketing; service culture; service; banks;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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