التسويق الداخلي وجودة الخدمة وتأثيرهما في تحقيق رضا الزبون دراسة استطلاعية للمصارف الاهلية في كربلاء

Internal Marketing and Quality of Service and their impact on achievement of customer satisfaction An Exploratory study of the Private banks in Karbala

   The current variables of the study has been Interacted ,  in order to represent the intellectually framework  that can be expressed through the following terms  (  Internal marketing , service quality and their impact on the achievement of customer satisfaction ).   The first independent variable “internal marketing” is  Included  the following variables( the policy of  selection and appointment ,  training and development , publishing marketing information , enabling employees ) , and it has been expressed about the second independent variable ” service quality ” , through the following dimensions (dependability , responsiveness, the assurance , the confidence , tangibility , Eligibility ,  understanding the customer , ease to access and the contacts )  , It also has been adopted five indicators for the dependable variable ” customer satisfaction ”  as following (the safety , the obtain information , the choices , listen to the opinion , differentiation in products and services).

  Therefore , as a result of the importance of private banks in the process of  support and development the national economy , the author performed the practical aspect  of study  in these banks, and was obtained on the necessary information via questionnaire, which has been used for this purpose and been distributed to the sample which divided into (74) director , workers and (65) customers .

In order to achieve the study goals ,  has been placed hypothetically scheme , determine the nature of the relationship between the dimensions of independent variables and the dependent variable.  Hence , to detect the nature of this relationships , has been suggested several hypotheses , as a form of initial answers , which the study seek to investigate of its validity , The most important as following :

1. There is statistical correlation relationship amongst internal marketing and service quality together with customer satisfaction ;
2. There is significant effect for internal marketing and service quality in customer satisfaction .

This study has reached for a set of conclusions , The most important conclusion is  ” there is effect of internal marketing and service quality in customer satisfaction for the banks under research ” .

Finally , this study ended in a set of recommendations , that related to its current variables , and future studies .