Improving consumer satisfaction through internal marketing: The experience of retail banks in Singapore and Thailand

Abstract

The importance of internal marketing in the development of effective marketing programs and the satisfaction of consumers is further demon- started in this study, which examines the relationship between managerial orientation toward employees and marketing effectiveness for banks in Thailand and Singapore, focusing on the relationship between internal and external marketing and customer satisfaction. The study examines internal and external marketing programs of banks and their relationship to consumer satisfaction. By comparing employee perceptions with consumer evaluations, the paper discusses how improved internal marketing enhances consumer satisfaction in a fashion similar to improvements in external marketing.