Abstract:
Internal Marketing is focusing and revisiting the manageable, productive and support
services of employees in the front and back end of business operations. . Intemal
marketing is used to encourage employees to perform to the best of their abilities in of
their duties. The relationships between banks and customers must therefore be
understood by bank managers, who must also recognrze their significance.
This study examines the connections between internal marketing practices and how
they affect improving marketing performance, a crucial and current problem. Internal
marketing has become more prevalent in banks' operations, especially since it began to
play a more significant role. It is crucial to choose hlghly skilled and qualified people
who will be accountable for giving consumers high-quality services.
The research question focuses on the extent to which internal marketing procedures
influence marketing performance. To tackle this problem, a set of primary and
secondary hypotheses is used. A default model is designed to define the nature of the
relationship between the research variables and to get the expected findings from the
analysis in order to fulfill the objectives and verifu the hypotheses. To construct
theoretical and methodological frameworks, I drew on extant studies, research, and
books oir the variables employed in the currel)"l investigation.
