The Effect of Internal Marketing of Islamic Banks in Palembang City on The Quality of Customer Service With Job Satisfaction as a Mediator

https://doi.org/10.24042/febi.v7i1.13703

Bakti Setyadi, Sulaiman Helmi, Syed Ismail Syed Mohamad

Abstract


This study aims to see how the role of job satisfaction as a mediator on the influence of internal marketing on the quality of customer service at Islamic Banks in Palembang City. This study uses a quantitative approach to conduct a descriptive survey. A cross-sectional survey is used in this study. The research sample consisted of 135 respondents, 45 staff, and 90 customers from 9 Islamic Banks in Palembang City surveyed using a structured questionnaire. Data were analyzed using Partial Least Square Structural Equation Modeling (SEM-PLS). The study's findings indicate that internal marketing significantly impacts the quality of services provided to Islamic bank customers.

Furthermore, job satisfaction appears to be an essential mediating role in improving the quality of service provided to customers of Islamic Bank. The study's uniqueness is that the developed model met the criteria for the suitability of various approaches, implying that using internal marketing to train employees can improve customer service quality. Islamic banks will be more widely accepted in the community if they use internal marketing strategies and job satisfaction as a mediator in improving service quality.

 


Keywords


Internal Marketing, Service Quality, Job Satisfaction Islamic Banks

Full Text:

PDF

References


Abdel Megeid, N. S. (2017). Liquidity risk management: Conventional versus Islamic banking system in Egypt. Journal of Islamic Accounting and Business Research, 8(1), 100–128. https://doi.org/10.1108/JIABR-05-2014-0018

Abdullah, M. I., Huang, D., Sarfraz, M., Ivascu, L., & Riaz, A. (2021). Effects of internal service quality on nurses’ job satisfaction, commitment and performance: Mediating role of employee well‐being. Nursing Open, 8(2), 607–619. https://doi.org/10.1002/nop2.665

Agustina, M., & Majid, M. S. A. (2021). Islamic Bank amid the 2008 Global Financial Crisis: A Bibliometric Analysis. LibraryPhilosophyand Practice(e-Journal), 8(4), 1–19. https://digitalcommons.unl.edu/libphilprac/5867

Alabdullah, T. T., & Maryanti, E. (2021). Internal Control Mechanisms in Accounting, Management, and Economy: A review of the Literature and Suggestions of New Investigations. International Journal of Business and Management Invention (IJBMI), 10(9), 08–12. https://doi.org/10.35629/8028-1009020812

Altarifi, S. (2014). Internal Marketing Activities in Higher Education. International Journal of Business and Management, 9(6), 126–138. https://doi.org/10.5539/ijbm.v9n6p126

Aristyanto, E., Nanda, A. S., & Hasan, A. F. (2019). Pengaruh Komitmen dan Kepercayaan terhadap Kepuasan Nasabah Bank Syariah di Surabaya. Perisai : Islamic Banking and Finance Journal, 3(1), 1–18. https://doi.org/10.21070/perisai.v3i1.1981

Bailey, A. A., Albassami, F., & Al-Meshal, S. (2016). The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship. International Journal of Bank Marketing, 34(6), 821–840. https://doi.org/10.1108/IJBM-06-2015-0097

Chasanah, U., Suyanto, M., & Istanto, Y. (2021). Internal Marketing in Its Influence on Organizational Commitment: The Mediation of Job Satisfaction and Organizational Justice. WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS, 18(1), 712–731. https://doi.org/10.37394/23207.2021.18.70

Chaudhary, S., & Dey, A. K. (2021). Influence of student-perceived service quality on sustainability practices of university and student satisfaction. Quality Assurance in Education, 29(1), 29–40. https://doi.org/10.1108/QAE-10-2019-0107

Darawong, C., & Sandmaung, M. (2019). Service quality enhancing student satisfaction in international programs of higher education institutions: A local student perspective. Journal of Marketing for Higher Education, 29(2), 268–283. https://doi.org/10.1080/08841241.2019.1647483

Ehsan, A., Khan, D. A., & Saeed, D. S. K. (2021). Conceptual Framework of IFRS and Islamic bank’s Financial Reporting. Majallah-Yi Talim o Tahqiq, 3(2), 207–218.

Faradila, N., Heksarini, A., & Darma, D. C. (2020). Antecedents That Affect Job Satisfaction and Employee Performance. Saudi Journal of Business and Management Studies, 5(6), 293–302. https://doi.org/10.36348/sjbms.2020.v05i06.001

Fuchs, K., & Fangpong, K. (2021). Using the SERVQUAL Framework to Examine the Service Quality in Higher Education in Thailand. Education Quarterly Reviews, 4(2), 363–370. https://doi.org/10.31014/aior.1993.04.02.286

Fuciu, M., & Dumitrescu, L. (2018). On Internal Marketing – Concept, Models, Advantages And Disadvantages. Revista Economică, 70(5), 53–64.

Gobena, G. A. (2018). Factors Affecting In-Service Teachers’ Motivation: Its Implication to Quality of Education. International Journal of Instruction, 11(3), 163–178. https://doi.org/10.12973/iji.2018.11312a

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th Edition) (7 th). Prentice Hall.

Hashem, T. N. (2018). The Relationship Between Internal Marketing and Service Culture in Jordanian Commercial Banks. Journal of International Scientific Publications, 12(1), 11. https://www.researchgate.net/publication/327624085

Helmi, S., Suyanto, M., Efendi, I., Hidayat, A., Mustafa, Z., Istanto, Y., & Susanto, S. (2022). The Influence of Internal Marketing on Internal Service Quality Mediated by Job Satisfaction and Employee Loyalty. Journal of Economics and Sustainable Development, 13(6), 63–69. https://doi.org/10.7176/JESD/13-6-09

Jabbar, M. N., & Hussin, F. (2019). Quality Management as a Strategic Tool to Enhance the Relationship between Leaders’ Behavior and Lecturers’ Job Satisfaction. International Journal of Higher Education, 8(3), 36=46. https://doi.org/10.5430/ijhe.v8n3p36

Kartika, M. G. (2021). Pengaruh Internal Marketing, Komitmen Organisasional, Orientasi Perusahaan Terhadap Kinerja Karyawan Di Bank Cimb Niaga Surabaya. Jurnal Mitra Manajemen, 4(12), 1635–1650. https://doi.org/10.52160/ejmm.v4i12.499

Khaliq, R. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah Bank Syariah Mandiri di Banjarmasin Kalimantan Selatan. RELEVANCE : Journal of Management and Business, 2(1), 177–188. https://doi.org/10.22515/relevance.v2i1.1609

Kim, B. (2021). The Relationship among Internal Marketing, Satisfaction and Organizational Commitment: Moderating Effect of Economic Performance Change of Business. East Asian Journal of Business Economics (EAJBE), 9(2), 31–42. https://doi.org/10.20498/EAJBE.2021.9.2.31

Li, W., Pomegbe, W. W. K., Dogbe, C. S. K., & Novixoxo, J. D. (2019). Employees’ customer orientation and customer satisfaction in the public utility sector: The mediating role of service quality. African Journal of Economic and Management Studies, 10(4), 408–423. https://doi.org/10.1108/AJEMS-10-2018-0314

Maulana, A., & Violita, E. S. (2020). Determinants of Islamic Social Responsibility Disclosure the Case of Islamic Bank: Cross Country Analysis. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 4(1), 59. https://doi.org/10.12928/ijiefb.v4i1.2123

Milana, E. (2018). Impact of job satisfaction on public service quality: Evidence from Syria. Serbian Journal of Management, 13(2), 233–250. https://doi.org/10.5937/sjm13-14734

Mols, N. P. (2019). The internal competitor: Buyer motives and marketing strategies. Journal of Strategic Marketing, 27(5), 405–416. https://doi.org/10.1080/0965254X.2018.1430053

Nemteanu, M.-S., & Dabija, D.-C. (2021). The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(7), 1–16. https://doi.org/10.3390/ijerph18073670

Osman, A. R., Sohel-Uz-Zaman, A. S., Ashraf, M. A., & Uddin, A. (2020). Vindicating Service Quality of Education through Structural Equation Modeling (SEM): International Students’ Perspective. International Journal of Higher Education, 9(3), 158–172. https://doi.org/10.5430/ijhe.v9n3p158

Park, J. H., & Tran, T. B. H. (2020). From internal marketing to customer- perceived relationship quality: Evidence of Vietnamese banking firms. Total Quality Management & Business Excellence, 31(7–8), 777–799. https://doi.org/10.1080/14783363.2018.1446754

Qaisar, F. S., & Muhamad, N. (2021). Internal marketing: A review and future research agenda. Asia Pacific Business Review, 27(2), 267–300. https://doi.org/10.1080/13602381.2021.1858590

Sarker, Md. A. R., & Ashrafi, D. M. (2018). The relationship between internal marketing and employee job satisfaction: A study from retail shops in Bangladesh. Journal of Business & Retail Management Research, 12(03). https://doi.org/10.24052/JBRMR/V12IS03/ART-13

Suripto, S., & Supriyanto, S. (2021). Characteristics of banks as determinants of profit management for Islamic and conventional banks in ASEAN. Accounting, 7(1), 1179–1188. https://doi.org/10.5267/j.ac.2021.2.020

Vaseer, A., & Shahzad, K. (2017). Internal Marketing, Job Satisfaction and Service Quality: A Study of Higher Education Institutions of Pakistan. The Dialogue, 11(4), 402–413. https://qurtuba.edu.pk/thedialogue/The%20Dialogue/11_4/Dialogue_October_December2016_402-413.pdf

Voronova, E. Yu., & Umarov, H. S. (2021). Islamic (Partner) Accounting and its Comparison with International Financial Accounting Standards (IFRS). Universal Journal of Accounting and Finance, 9(2), 267–274. https://doi.org/10.13189/ujaf.2021.090217

Wang, Y., Chin, T., Caputo, F., & Liu, H. (2022). How Supportive Leadership Promotes Employee Innovation under Uncertainty: Evidence from Chinese E-Commerce Industry. Sustainability, 14(12), 7491. https://doi.org/10.3390/su14127491

Yildiz, S. M. (2016). The Effect of Internal Marketing on Work Engagement of Academic Staff in Higher Educational Institutions. International Journal Education Science, 13(2), 152–158.




DOI: https://doi.org/10.24042/febi.v7i1.13703

Article Metrics

Abstract views : 122 | PDF downloads : 63

Refbacks

  • There are currently no refbacks.


IKONOMIKA INDEX :

   

More archive, citation & indexing...

Ikonomika : Jurnal Ekonomi dan Bisnis Islam  is a Journal of Islamic Economics and Business, Published by the Faculty of Islamic Economics and Business at UIN RadenIntan Lampung Indonesia. 

(http://ejournal.radenintan.ac.id/index.php/ikonomika/index).

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.