Internal Marketing and its Impact on Customer Value: An Exploratory Study of the Opinions of a Sample of Bank Customers

This research aims to identify the impact of internal marketing in its dimensions (empowerment, internal communication, and teamwork) on customer value in its dimensions (service quality, customer relationship management, and the personal value of employees). It explores the role that internal marketing can play in influencing customers and enhancing their satisfaction with the services provided by the surveyed banks. The banking sector represents the research field, while the research population consists of customers holding bank accounts in the surveyed banks. A total of (150) questionnaires were distributed, of which (116) were returned and (109) were deemed valid for analysis. The data were processed using statistical methods through the SPSS software. The statistical analysis showed a correlation and impact relationship between internal marketing and customer value in the banks included in the study sample.