The Strategic Application of Internal Marketing: An Investigation of Indian Banking

Services quality is influenced by various factors, out of which employee satisfaction is predominantly influenced. An important issue required to be kept in high notes of every employer, particularly in the financial services sector is the relationship between employee satisfaction and services quality. It means that a satisfied employee would deliver the qualitative service which normally matches the customer perception of service (expected service vs. actual service). Now-a-days in the globalized scenario, both the public and private financial service players have been seriously strategizing to build customer loyalty through services quality. The study is an attempt to focus on the phenomena of employee is the first customer to the organization and his/her satisfaction leads to an qualitative services encounter that in turn build a strong customers base. An empirical research study was carried out to examine the impact of employee satisfaction and services quality delivery. On account of this, one of the lead banks in the public sector (State Bank of India) is chosen for the study. The internal marketing practices of the bank is examined through eight parameters such as staffing, training, organizing, supporting, evaluating, motivating, rewarding, and retaining. The results of the study have categorically pointed out the importance of further indepth study.