Analyzing the impact of internal marketing practices on enhancing service quality in commercial banks: an applied study on the banking sector in misurata city

Abstract

This study aims to analyze the impact of internal marketing practices   comprising five dimensions (employee selection, incentives and rewards, training and development, internal communication, and empowerment) on the quality of banking services in commercial banks in the city of Misrata, Libya. The study adopted a quantitative analytical approach, with data collected through a questionnaire distributed to a purposive sample of 153 employees working in the commercial banks of the city. The results indicated that the dimensions of "internal communication" and "employee selection" are the most influential factors affecting the quality of banking services. Training was also found to have a positive and significant contribution to improving service quality, although its effect was less strong than the two aforementioned dimensions. Conversely, the dimensions of "incentives" and "empowerment" did not show statistically significant effects. Additionally, the findings revealed that internal marketing practices collectively explain 47.4% of the variance in service quality, underscoring the importance of these practices in enhancing service performance within banking institutions.