Internal marketing, service quality and perceived customer satisfaction: An Islamic banking perspective

Abstract

Purpose

This study aims to explore the extent to which internal marketing influences employees’ perceived ability to deliver service quality in the Islamic banking industry in Oman. Additionally, the influence of perceived service quality on perceived customer satisfaction is established.

Design/methodology/approach

Data was obtained from retail banking branch employees at the customer front line of Islamic banks in Oman using electronic and person-administered surveys, and 272 responses were deemed suitable for data analysis. The measurement and structural models were measured through structural equation modelling.

Findings

The findings show that internal promotion, internal process and internal purpose are enablers of employees’ perceived ability to deliver service quality in the Islamic banking industry of Oman. In addition, service quality was found to have a strong positive influence on perceived customer satisfaction in Islamic banks.

Research limitations/implications

This study demonstrates that internal product, internal price, internal promotion, internal process and internal purpose are influencers of service quality, and the latter has a direct relationship with perceived customer satisfaction in Islamic banking.

Practical implications

The findings can guide the Islamic banking sector in Oman on how internal marketing can foster service quality, ultimately leading to positive perceived customer satisfaction experiences.

Originality/value

The internal marketing mix model is predominately a Western model, which has been tested primarily in mature Western markets. This study reflects on ten internal marketing mix elements, which have been tested for the enablement of service quality and perceived customer satisfaction in Oman.

Citation

De Bruin, L., Roberts-Lombard, M. and De Meyer-Heydenrych, C. (2021), "Internal marketing, service quality and perceived customer satisfaction: An Islamic banking perspective", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 199-224. https://doi.org/10.1108/JIMA-09-2019-0185