The impact of internal marketing on customer orientation in the banking industry

• Main Authors: Yusuf, G. O., Chin, T. A., Dawei, Z., Xiuli, H., Choon, T. L.
• Format: Article
• Published: American Scientific Publishers 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/75155/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032914677&doi=10.1166%2fasl.2017.10022&partnerID=40&md5=14b658aefbeaa157993c41fc15560ddc

The connectivity between internal marketing and customer orientation especially in a banking industry cannot be over emphasized. The unsatisfactory output of some banks’ employees cannot be divergent from the input of the affected banks. The present paper explores neglect of customer orientation oft...