Purpose

The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.

Design/methodology/approach

The authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.

Findings

The results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.

Research limitations/implications

The findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.

Originality/value

The results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.

中文翻译：

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内部营销对银行业战略方向的影响

目的

本研究的目的是评估内部营销是否会影响银行员工对银行对市场、品牌和价值的战略定位的看法。作者还旨在确定员工的组织承诺是否在内部营销与三个战略方向之间的关系中起中介作用，以及它们是否影响银行员工对获得竞争优势的看法。

设计/方法/方法

作者使用在线问卷对 832 名银行员工进行了调查。作者通过使用 PLS-SEM 用数据估计对结构方程进行建模来进行数据分析。

发现

结果表明，内部营销积极影响银行员工对银行战略营销方向的看法，并通过他们对竞争优势的看法。作者还指出，组织承诺可以部分调节内部营销与本研究中测试的战略方向之间的关系。

研究限制/影响

调查结果表明，银行对员工估值的投资往往会产生与他们坚持营销策略相关的积极结果，并有可能产生竞争优势。

原创性/价值

结果表明内部营销在银行战略方向中的优势，表明员工对银行的忠诚有助于提供专注于外部客户的高质量服务，从而产生竞争优势。