The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case

Abstract

Although there is a large volume of literature on internal marketing, there is limited empirical evidence on its impact on the perception of service quality in developing nations. A literature review of internal marketing and service quality has been completed. A survey of 32 top managers, 100 employees and 200 external customers of a major bank in Ghana was undertaken to assess the impact of internal marketing on the perception of service quality. The results suggest that internal marketing can have an influence on service quality. Implications of the study are highlighted, limitations noted and directions for future research are outlined.