THE IMPACT OF INTERNAL MARKETING ON MARKETING PERFORMAI{CB OF PRIVATE AND PUBLI&BANK SECTOR IN TRTNCOMALEE DTSTRICT

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.