Correlation Between Internal Marketing and Satisfaction of Bank Employees
Povezanost internog marketinga i satisfakcije zaposlenih u bankama
Abstract
Creating a satisfied and loyal customer base is one of the prerequisites for a long-term survival of the bank in a competitive market, such it is today. Considering that, to achieve a client satisfaction as well as to establish loyalty, it is necessary to have competent, satisfied and motivated employees. That is the reason why banks tend to increasingly shift their attention from traditional to internal marketing. Therefore, the aim of this research is to determine the key internal marketing activities which are crucial for the bank employees` perception of overall quality of internal marketing. Besides, it is necessary to find out are there correlations between all of the extracted key internal marketing activities and all forms of employee satisfaction. The research was conducted in eight branch offices of two banks in Belgrade and Novi Sad and includes 165 respondents employed in said banks. Based on the provided results, a scientific confirmation was given of the importance of internal marketing for the employees` satisfaction in banks. Also, managerial implications are given which internal marketing activities are crucial for achieving the overall employees` satisfaction.
Apstrakt
Apstrakt: Stvaranje baze zadovoljnih i lojalnih klijenata jedan je od preduslova za dugoročan opstanak banke na konkurentnom tržištu, kakvo je danas. Kako je za ostvarenje satisfakcije klijenata i izgradnju lojalnosti neophodno imati kompetentne, zadovoljne i motivisane zaposlene, banke sve veću pažnju pomeraju od tradicionalnog ka internom marketingu. Stoga je cilj ovog istraživanja da se utvrdi koje su to ključne aktivnosti internog marketinga koji su od presudnog značaja za percepciju ukupnog kvaliteta internog marketinga od strane zaposlenih u bankama. Osim toga, nastoji se utvrditi da li su sve ekstrahovane ključne aktivnosti internog marketinga povezane sa svim oblicima satisfakcije zaposlenih poslom. Istraživanje je sprovedeno u osam filijala dve banke u Beogradu i u Novom Sadu, a obuhvaćeno je 165 ispitanika zaposlenih u tim bankama. Na osnovu dobijenih rezultata data je naučna potvrda o značaju internog marketinga za satisfakciju zaposlenih u bankama, kao i preporuke za menadžere banke na koje aktivnosti internog marketinga je potrebno da se fokusiraju kako bi postigli sveukupnu satisfakciju svojih zaposlenih.
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