The Impact of Internal Marketing Activities on Quality of Banking Service: An Analytical Study in the National Islamic Bank

Abstract

This research aims to know the impact of internal marketing activities on the quality of banking service in the National Islamic Bank, and the problem of the research was embodied in the following main question:Is there an impact of internal marketing in the quality of banking services? To achieve the objectives of the research, a questionnaire was designed and developed to collect data related to research variables, and due to the small community (205 employees), the questionnaire was distributed to all members of this community, and the number of questionnaire forms retrieved reached (170) valid forms for statistical analysis. For the purpose of analyzing the data collected through the questionnaire, the following statistical methods were used (arithmetic mean, standard deviation, relative importance, and simple linear regression coefficient) using the statistical analysis program (SPSS V.24). The research has reached a set of conclusions, the most important of which are: that all dimensions of internal marketing included in the current research have had a significant impact on improving the quality of banking services. Therefore, the most important recommendation was the need for the bank's management to pay attention to these dimensions because of their prominent role in improving the quality of banking service.