The Impact of Internal Marketing on the Perception of Service Quality in Retail Banking: A Ghanaian Case

Author(s)

Robert Ankomah Opoku
Nana Atuobi-Yiadom
Cathryn Serwaah Chong
Russell Abratt, Nova Southeastern UniversityFollow

ORCID

Rusell Abratt0000-0002-5385-0936

Document Type

Article

Publication Title

Journal of Financial Services Marketing

ISSN

1479-1846

Publication Date

3-2009

Abstract/Excerpt

Although there is a large volume of literature on internal marketing, there is limited empirical evidence on its impact on the perception of service quality in developing nations. A literature review of internal marketing and service quality has been completed. A survey of 32 top managers, 100 employees and 200 external customers of a major bank in Ghana was undertaken to assess the impact of internal marketing on the perception of service quality. The results suggest that internal marketing can have an influence on service quality. Implications of the study are highlighted, limitations noted and directions for future research are outlined.

DOI

https://doi.org/10.1057/fsm.2008.26

Volume

13

Issue

4

First Page

317

Last Page

329

NSUWorks Citation

Opoku, Robert Ankomah; Atuobi-Yiadom, Nana; Chong, Cathryn Serwaah; and Abratt, Russell, "The Impact of Internal Marketing on the Perception of Service Quality in Retail Banking: A Ghanaian Case" (2009). HCBE Faculty Articles. 938.
https://nsuworks.nova.edu/hcbe_facarticles/938