Document Type : Original Article (Qualitative)

Authors

• Zahra Ramzanpour Osmavandani ¹
• mehdi Rouholamini ²
• Shahrbanoo Gholipour ³

¹ PhD student in Business Management, Department of Management, Babol Branch, Islamic Azad university, Babol, Iran

² Assistant Professor, Department of Management, Babol Branch, Islamic Azad University, Babol, Iran.

³ Assistant Professor, Department of Management, Babol Branch, Islamic Azad university, Babol, Iran

Abstract

The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the foundational data theory method. The research method is based on the inductive approach in terms of the purpose of the applied research and in terms of the qualitative implementation method. The statistical population of the research includes 8 experts from the banking industry and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components that were identified in the form of causal conditions (establishing constructive interaction) between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, (person-job fit) and outcome (human development, value creation, increased commitment) were identified and extracted.

Keywords

• Marketing
• internal marketing
• employee motivation and satisfaction
• development and rewards
• positive communication

Main Subjects

• business management