Sakarya Üniversitesi İşletme Enstitüsü Dergisi

Yazarlar: Ahmed BULUNMAZ, Ayhan SERHATERİ

Konular:İşletme

Anahtar Kelimeler:Internal marketing,Internal Customer Satisfaction,Banking,Participation Banking

Özet: In recent years, internal marketing activities, which have become increasingly important in the business world, have become a widely encountered issue in the academic literature too. Many companies who want to make a difference in today's competitive conditions are working on internal marketing activities in order to increase the satisfaction level of employees and provide competitive advantage. The aim of this study is to examine the internal marketing activities in banks, and to measure the satisfaction level of employees -which is introduced as internal customers- as a result of these internal marketing activities. In this study, the effect of development, vision and rewarding from the internal marketing dimensions on internal satisfaction and external satisfaction which is the dimensions of internal customer satisfaction are questioned. To achieve the stated purpose, A survey was conducted for the employees of all banks in Yalova. In this respect, 225 returned survey were evaluated with statistical analysis methods. In addition to this, it is aimed to examine the relationship between internal marketing activities and internal customer satisfaction and to reveal the findings with respect to employees working in deposit and participation banks. According to the research findings; a positive and strong relationship was found between the internal marketing activities and internal customer satisfaction levels of both deposit and participation banks employees.

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