Document Type : Original Article
Authors
1
PhD student in Public Administration, Kish International Campus, University of Tehran, Kish, Iran
2
Assistant Professor, Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran.
3
Associate Professor, Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran
10.22034/qjimdo.2025.548641.1767
Abstract
Background & Purpose: In recent years, the banking industry has become more in need of new approaches to internal marketing than ever before, with the intensification of competition, technological evolution, and increasing customer expectations. Internal marketing is considered a key strategy, focusing on improving employee satisfaction, motivation, and commitment, paving the way for improving service quality and increasing customer loyalty. On the other hand, human resource management, by playing a pivotal role in attracting, training, empowering, and retaining employees, can provide the main platform for realizing internal marketing. Given this importance, the purpose of this study is to design a model for internal marketing in the banking industry with special emphasis on the role of human resource management.
Methodology: The research was conducted with a qualitative approach and aimed at explaining in depth the dimensions of internal marketing in the banking industry. Data were collected through semi-structured interviews with 15 selected participants, including bank managers and employees. In order to analyze the data, a three-stage coding method including open, axial and selective coding was used to extract basic concepts, identify axial categories and finally formulate the proposed internal marketing model.
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