The Impact of Internal Marketing Procedures on Banking Service Quality A Study of a Sample of Banks Operating in Biskra

Abstract

This study delved into analyzing the impact of internal marketing procedures on the quality of banking services, using a sample of banks operating in Biskra. A random sample of 33 individuals from the employees of the following banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) was selected. To achieve the study’s objectives, a questionnaire was designed as a data collection tool, and appropriate statistical tests and tools within (SPSS.V 20) were used. The study distributed and retrieved 33 valid questionnaires for analysis. The study reached several results, including the significant impact of internal marketing procedures on the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) specific to the banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) operating in Biskra.This positive impact enables banks to achieve key success factors within their competitive environment. The study recommends the necessity of focusing on all internal marketing procedures (embedding a service culture, applying the marketing approach in human resources management, disseminating marketing information to all employees, and motivating and rewarding employees) by the studied banks on one hand. On the other hand, equal attention should be given to the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) to achieve desired success and excellence. Banks also have to embed a service culture and employees motivation, which offer actionable insights for banks to enhance their service quality in the way that achieve customer satisfaction and loyalty.