Impact of Internal Marketing on Service Quality and Customers Satisfaction A Case Study of Equity Bank, Kengeleni Branch

摘要: According to Piercy and Morgan (1991) external customer satisfaction cannot be achieved without the fundamental contribution of customer-contact employees who provide service. The front-line bank interact with majority customers generally handle a wide range banking transactions. Because importance service provided, Bank firms should support in order acquire communicative sale skills make them feel comfortable satisfied their job. above ascertainment emerged concept Internal Marketing (IM). Berry Parasuraman each business develop programmes that would focus on internal market (employees) parallel those for its (customers) high quality services continuously. Consequently, Therefore managers are concerned monitoring improving satisfaction, need employees’ competence act as “part-time” marketers organisation. key is Marketing, Gummesson (1987) where head office highly involved strategic planning IM whereas senior middle level have more tactic role. implementation carried out by branches transfer this philosophy into Bank’s customers.The present case study aims examine adoption from Equity Kengeleni branch impact delivery satisfaction.The discussion findings contributes understanding how influences they linked banks customers. It seems deem employee training evaluation performance reward system crucial, although improvement required way company’s mission statement communicated understood among different grades