التسويق الداخلي و أثره على جودة الخدمة المصرفية للعاملين بالمصارف السودانية

الملخص EN

Nevertheless, there is a shortage in studies carried out to tackle this issue especially in the developing countries.

Accordingly, this study aimed at determining the effect of internal marketing on the quality of banking service in Khartoum state.

The study adopted the descriptive analytical methods and a questionnaire as primary instruments to test non probability samples distributing (300) questionnaires for the targeted banks personnel with (91%) of retrieval rate.

Multiple regression was used to test the study hypotheses.

The study results showed a relationship between internal marketing and service quality but the rate of change differs from one variable to another.

The study reached several practical and theoretical recommendations for decision makers, as well as suggestion for further studies.