THE RELATIONSHIP BETWEEN INTERNAL MARKETING AND SERVICE CULTURE IN JORDANIAN COMMERCIAL BANKS

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.

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