J. S. Tshabalala, P. K. Hoeyi, E. O. Amoakoh
Abstract
Quality service delivery is a key factor in potential customers’ decision in selecting a bank, whereas employees are the internal customers who must first understand the products and services of the bank to deliver them in a valuable way to external customers – particularly so in the competitive environment of South Africa. This study investigated the extent to which internal marketing (IM) enhances organisational culture and job satisfaction for employees to deliver quality services to customers in a retail bank in Free State Province. Data from 200 employees such as frontline staff, supervisors and managers was collected using stratified random sampling. The results revealed that IM enhances the organisational culture practices (ß = 0.783; p = 0.000; R2 = 0.59); rewards component of IM enhances job satisfaction of employees (ß = 0.621; p = 0.000), and results in the significant delivery of service. Although management are aware of the importance of IM and its components on job satisfaction, some of them are not effectively implemented. Furthermore, the study revealed that training does not have a significant effect on organisational culture, which may negatively impact the success of the retail bank. It can be concluded that if IM components are effectively implemented, there may be an improvement in service delivery quality. This research underscores the importance of IM in fostering a productive work environment and improving overall service delivery in the banking sector.