أثر أبعاد التسويق الداخلي على مستوى جودة الخدمة بالمصارف التجارية الليبية العاملة ببلدية البيضاء

صالح حمد أمحمد محمد

doi:10.54172/01ebc521

Authors

Saleh Hamad Amhmed Mohammed Department of Finance and Banking - Faculty of Economics - Omar Al-Mukhtar University Author

DOI:

https://doi.org/10.54172/01ebc521

Keywords:

Internal Marketing, Internal Marketing Dimensions, Service Quality Level, Commercial Banks

Abstract

This study aimed to identify the impact of internal marketing dimensions on the level of service quality in Libyan commercial banks operating within the administrative boundaries of the municipality of Al Beyda. The study population and sample consisted of employees in the banks under study: (7) banks, namely (Commercial Bank, Al Wahda Bank, Jumhouria Bank, Sahara Bank, Trade and Development Bank, Al-Aman Bank, North African Bank). The sample consisted of managers, their assistants and heads of departments. For the study's goal, a questionnaire was designed and distributed to the study sample, and using a simple random sample with the help of one of the sampling sites, (50) questionnaires were distributed to the target audience, and (42) were retrieved from them, (6) questionnaires were excluded due to their unsuitability for analysis, As for the number of acceptable and valid questionnaires for research, it reached (36) with a response rate of 72% of the total number of questionnaires, which is a good percentage for the scientific study. The study used Statistical Package for Social Sciences (SPSS) program to process the collected data, using descriptive and inferential statistics to analyze the data. The study reached several results, the most important of which is; There is a statistically significant effect at a level of significance less than (α = 0.05) for the areas of internal marketing (staff selection, training, motivation, internal communication and empowerment) on the level of service quality in Libyan commercial banks, in addition, the study showed no difference between the opinions of a sample The study on the impact of internal marketing on the level of service quality in the banks under investigation. Based on the study's findings, it is recommended that the banks under study adopt the concept of internal marketing by designing strategies directed to the needs and desires of their customers because of its impact on the quality of banking service.

References

أولاً: المراجع العربية (Arabic References)

Abu Bakr, Ayman Abdullah Mohammed. (2015). "The Impact of Internal Marketing Practices on Customer Satisfaction: A Case Study of Abu Dhabi Islamic Bank - UAE - Al Ain Branch" (Approx. Translation), Journal of Economic Sciences, Volume 1, Issue 16.

Al-Asadi, Kifah Saleh & Abu Ghanim, Azhar Na'ma. (2010). "Internal Marketing Strategy and Its Impact on Banking Service Quality: An Applied Study on a Sample of Iraqi Banks" (Approx. Translation), Journal of Kufa Literature, Volume 1, Issue 7, pp. 11-54.

Belbai, Abdelnabi. (2010). "The Role of Internal Marketing in Achieving Banking Service Quality and Gaining Customer Satisfaction: A Case Study of a Sample of Algerian Commercial Banks (BDL, BNA, BADAR)" (Approx. Translation), Master's Thesis, University of Kasdi Merbah, Ouargla, Faculty of Economic and Commercial Sciences and Management Sciences.

Bin Ahsan, Nasser Al-Din. (2016). "The Integration of Internal Marketing Activities and Service Quality Management and Its Impact on Customer Satisfaction: A Field Study of a Group of Service Institutions" (Approx. Translation), Doctoral Thesis, University of El-Oued, Batna, Faculty of Economic, Social and Management Sciences, Algeria.

Bin Saeed, Khalid Saad. (1994). "The Effectiveness of Quality Programs in Hospitals of the Saudi Ministry of Health" (Approx. Translation), Arab Journal of Administrative Sciences, Volume 2, Issue 1.

Bouharoud, Fathia. (2015). "Quality Management in Business Organizations: Theory and Application" (Approx. Translation), First Edition, Dar Al-Maseera for Publishing, Distribution and Printing, Amman.

Boudia, Bashir & Qandouz, Tariq. (2016). "Principles and Contents of Services Marketing" (Approx. Translation), First Edition, Dar Safaa for Publishing and Distribution, Amman.

Bergez, Ahmed & Rafiq, Mohammed. (2013). "Internal Marketing" (Approx. Translation), First Edition, Dar Al-Farouq for Cultural Investments, Giza, Egypt.

Al-Tala, Imran Munther. (2016). "The Reality of Internal Marketing in Financial Intermediation Companies" (Approx. Translation), Master's Thesis, University of Damascus, Faculty of Economics, Department of Business Administration.

Jedi, Shawqi. (2014). "Employee Empowerment and Its Relationship to Organizational Loyalty: A Field Study on Physicians Working in Public Hospitals in Tebessa" (Approx. Translation), Al-Baheth Journal, Faculty of Economic Sciences and Management Sciences, University of Baji Mokhtar, Annaba, Algeria, Issue 14.

Janadi, Karim. (2017). "Internal Marketing" (Approx. Translation), Publication Prepared as Part of the Requirements for University Qualification, Faculty of Economic and Commercial Sciences and Management Sciences, University of Algiers.

Hassani, Abdelrazak Hassan. (2011). "Banking Marketing" (Approx. Translation), Damascus University Publications, Syria.

Holoz, Wafaa. (2014). "Strengthening and Evaluating Banking Service Quality through Customer Satisfaction: A Case Study of Algerian Public Banks in Tlemcen" (Approx. Translation), Doctoral Thesis, University of Abou Bakr Belkaid, Tlemcen, Faculty of Economic and Commercial Sciences and Management Sciences.

Khanfar, Iyad Abdulilah. (2015). "Banking Marketing: A Contemporary Approach" (Approx. Translation), First Edition, Dar Wael for Publishing, Amman.

Khaidar, Mahmoud Kazem & Al-Sheikh, Munir Rawan. (2009). "Quality Management in Distinguished Organizations" (Approx. Translation), First Edition, Dar Safaa for Publishing and Distribution, Amman.

Dalab, Yousef & Saleh, Hamid Ali. (2016). "The Role of Benchmarking in Diagnosing Performance Gaps and Continuous Improvement: A Case Study of the Al-Rasafa Management Institute" (Approx. Translation), Al-Muthanna Journal of Administrative and Economic Sciences, Volume 6, Issue 2.

Damanhouri, Amal Mohammed Sheikh Hussein & Al-Rashid, Taghreed Abdulaziz Suleiman. (2018). "The Impact of Applying the Balanced Scorecard on Performance Improvement: An Applied Study on Commercial Banks in Jeddah" (Approx. Translation), Arab Journal of Management, Arab Organization for Administrative Development, League of Arab States, Volume 38, Issue 1, pp. 163-198.

Reda, Hashem Hamdi. (2010). "Training and Administrative Qualification" (Approx. Translation), First Edition, Dar Al-Raya for Publishing and Distribution, Amman.

Zayan, Adel Mohammed. (1995). "Analysis of Bank Managers' Perception: A Proposed Marketing Approach for Egyptian Banks" (Approx. Translation), Journal of the Faculty of Commerce, Menoufia University, Issue 1, pp. 129-191.

Shaaban, Hamed. (2003). "The Impact of Internal Marketing as an Approach to Human Resource Management on the Level of Health Service Quality in Hospitals Affiliated to the General Authority for Health Insurance in Greater Cairo" (Approx. Translation), Journal of Accounting, Management and Insurance, Faculty of Commerce, Cairo University, Egypt, Volume 8, Issue 60.

Al-Sayrafi, Mohammed. (2006). "Total Quality: Your Way to Obtain ISO Certification" (Approx. Translation), First Edition, Horus International Foundation for Publishing and Distribution, Alexandria.

Abbas, Hussein & Waleed Hussein & Al-Janabi, Ahmed Abdulmahmoud. (2017). "Customer Relationship Management" (Approx. Translation), First Edition, Dar Safaa for Publishing and Distribution, Amman.

Abasara, Mahmoud Ma'n & Bani Ahmed, Marwan Mohammed. (2015). "Leadership, Control and Administrative Communication" (Approx. Translation), Second Edition, Dar Al-Hamed for Publishing and Distribution, Amman.

Kafi, Mustafa Yousef. (2017). "Banking Marketing" (Approx. Translation), First Edition, Alfa for Documents Publisher, Constantine, Algeria.

Kourtel, Farid & Holoz, Fatima. (2017). "The Impact of Applying Internal Marketing on the Performance of Commercial Banks Operating in Algeria" (Approx. Translation), Ma'arif Journal, Department of Economic Sciences, Twelfth Year, Issue 22, Skikda, June.

Mahmoud, Ahmed. (2012). "Marketing of Banking Services" (Approx. Translation), First Edition, Ithraa for Publishing and Distribution, Amman.

Mourad, Sami Ahmed. (2007). "Activating Banking Marketing to Face the Effects of GATS" (Approx. Translation), First Edition, The Arab Knowledge Office, Al-Higaz Square, New Egypt.

Al-Nasour, Iyad Abdelfattah & Al-Saghir, Abdulrahman Abdullah. (2014). "Contemporary Marketing Issues and Applications" (Approx. Translation), First Edition, Dar Safaa for Publishing and Distribution, Amman.

Al-Nasour, Iyad Abdelfattah. (2014). "Marketing Strategies: A Theoretical and Quantitative Approach" (Approx. Translation), Second Edition, Dar Safaa for Publishing and Distribution, Amman.

Al-Wadi, Mahmoud Hussein. (2010). "Total Quality Management in Banking Services" (Approx. Translation), First Edition, Dar Al-Safaa for Publishing and Distribution, Amman.

ثانياً: المراجع الأجنبية (Foreign References)

Anosike, U. (2008). "A Phenomenological Exploration of the Domain & Structure of Internal Marketing", Doctoral Thesis, University of Wolverhampton.

Berry, L.; Zeithaml, V.; & Parasuraman, A. (1985). "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49(3), 41-50.

David, B. (1997). "Internal Networks for Internal Marketing", Journal of Marketing Management, 13(5), 343-366.

Domininique, V. (1995). "Japanese Approaches to Customer Satisfaction: Some Best Practices", Long Range Planning, 38(3), 85-90.

Jerome, P. (2005). "The Effects of Internal Marketing on Service Quality within Collegiate Recreational Sport: A Quantitative Approach", Doctoral Thesis, University of Ohio State.

Kang, G. & James, J. (2004). "Service Quality Dimensions: An Examination of Gronroos's Service Quality Model", Journal of Managing Service Quality, 14(4), 266-277.

Kelemen, M. & Papasolomou, I. (2007). "Internal Marketing: A Qualitative Study of Culture Change in the UK Banking Sector", Journal of Marketing Management, 23(7-8), 745-767.

Kenneth, R. (1994). "Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment", Journal of Marketing, 58(1), 132-139.

Nigel, P. & Neil, M. (1991). "Internal Marketing - The Missing Half of The Marketing Programs", Long Range Planning, 24(2), 84-92.

Smith, A. (1995). "Measuring Service Quality: Is SERVQUAL Now Redundant?", Journal of Marketing Management, 11(2), 257-276.

Steven, A. (1994). "Distinguishing Service Quality from Patient Satisfaction in Developing Health Care Marketing Strategies", Hospital & Health Service Administration, 39(2), 173-221.

Susan, K. (1995). "Internal Marketing: Concepts, Measurement and Application", Journal of Marketing Management, 11(3), 755-768.

Zeithaml, V.; Berry, L.; & Parasuraman, A. (1988). "Communication and Control Processes in the Delivery of Service Quality", Journal of Marketing, 52(2), 35-48.