Correlation between internal marketing and satisfaction of bank employees

Abstract

Creating a satisfied and loyal customer base is one of the prerequisites for a long-term survival of the bank in a competitive market, such it is today. Considering that, to achieve a client satisfaction as well as to establish loyalty, it is necessary to have competent, satisfied and motivated employees. That is the reason why banks tend to increasingly shift their attention from traditional to internal marketing. Therefore, the aim of this research is to determine the key internal marketing activities which are crucial for the bank employees' perception of overall quality of internal marketing. Besides, it is necessary to find out are there correlations between all of the extracted key internal marketing activities and all forms of employee satisfaction. The research was conducted in eight branch offices of two banks in Belgrade and Novi Sad and includes 165 respondents employed in said banks. Based on the provided results, a scientific confirmation was given of the importance of internal marketing for the employees' satisfaction in banks. Also, managerial implications are given which internal marketing activities are crucial for achieving the overall employees' satisfaction.

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