The impact of internal marketing practices on services quality of commercial banks in Jordan

Abstract

Internal marketing practices is extensively recognised as being a critical determinant in improving service quality in service organisations. The purpose of this research is to conduct an empirical study on commercial banks in Jordan, in order to analyse the effect of IM practices on service quality. Data are collected from 320 employees of commercial banks in Jordan. The data were analysed using correlation and multiple regression analyses. This research finds that training programs and internal communication have positive effects on service quality as perceived by Jordanian commercial banks’ employees. This study provides useful managerial implication for managers. First, managers and decision makers must clarify the strategic plan to the employees, with intensive focus on dissemination of information and involvement in its formulation in order to feel that they are an important part of the bank, and to improve their sense of responsibility and enhance their ability to make wise decisions. Second, managers should establish motivation and training programs that trigger new innovative ideas, organisations can create benefits to improve the quality of the service, enhance their excellence, and deliver high quality services. Limitations noted and directions for future research are outlined.