Abstract

THE ROLE OF SOFT SKILLS IN ENHANCING THE IMPACT OF INTERNAL MARKETING ON CUSTOMER SATISFACTION AN APPLIED STUDY OF A SAMPLE OF PRIVATE BANK MANAGERS IN BAGHDAD

Ahmed Ghazi Mahdi, Prof. Saadoun Hammoud Al-Rabaiwi

Volume: 10 Issue: 2 2020

Abstract:

This study examined the effect of elements of internal marketing activities on customer satisfaction through an exploratory study of banking services in Baghdad City. This study aims to determine the effect of internal communication, training and internal market research on customer satisfaction, represented by quality of service, loyalty and market share. And the role that soft skills play in strengthening this relationship, as the research attempted to provide a comprehensive theoretical framework for the most important presented by the book and researchers on the variables of research, data was collected using a questionnaire-based survey consisting of 36 questions and distributed to (223) managers of private banks in the city of Baghdad . The research attempts to answer a set of questions. The body of the research problem (is there a correlation and influence between the dimensions of internal marketing and customer satisfaction, and between soft skills and customer satisfaction, do soft skills reinforce positively and morally the relationship between internal marketing and customer satisfaction), in order to analyze the data that has been Obtained from questionnaires, quantitative methods such as mean, standard deviation, coefficient of variation, simple correlation coefficient, and structured equation modeling were used. The results showed that the elements of internal marketing activities have a major impact on customer satisfaction. Finally, the study recommends that management should improve internal marketing activities by applying the activities appropriate to the company’s business to obtain customer satisfaction

DOI: http://doi.org/10.37648/ijrssh.v10i02.023

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References

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