Testing of Applicability of Internal Marketing Measure to Jordanian Business Environment (Analytical Study of Internal Marketing Dimensions at Jordanian Commercial Banks)

摘要: This study aims to investigate what extent commercial banks are committed internal marketing concept, and identify how close or far is the measure tested in Jordan from other measures applied by others environments. The reached clear answers for research questions, which confirmed banks’ commitment (10 banks) marketing, that its four dissensions (rewards, communications, employees’ training development, leadership managerial support) were very significant international elsewhere. The provided a number of recommendations, including urging management nurture service-oriented culture with respect bank's vision importance directing behaviors; more stress was placed on certain concepts related culture; important role downward communication style their impact behavior toward serving Final customer.