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The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case

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Abstract

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.

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Authors and Affiliations

  1. Wits Business School, University of the Witwatersrand, Johannesburg, South Africa and Nova Southeastern University, 3301 College Avenue, Fort Lauderdale, Florida, 33314, USA

    Robert Ankomah Opoku, Nana Atuobi-Yiadom, Cathryn Serwaah Chong & Russell Abratt

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  1. Robert Ankomah Opoku
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  2. Nana Atuobi-Yiadom
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  3. Cathryn Serwaah Chong
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  4. Russell Abratt
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2holds a masters degree in Marketing from University of East Anglia, UK. He is a lecturer in Marketing at GIMPA Business School, Ghana Institute of Management and Public Administration, Accra, Ghana.

3has recently graduated from the Marketing Programme at GIMPA Business School, Ghana Institute of Management and Public Administration, Accra, Ghana.

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Opoku, R., Atuobi-Yiadom, N., Chong, C. et al. The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case. J Financ Serv Mark 13, 317–329 (2009). https://doi.org/10.1057/fsm.2008.26

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

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