The Impact of Relationship Quality on the Relationship between Internal Marketing and Employees Performance

Abstract

Employee performance plays an integral role in achieving business goals. Employees are the most valuable organizational resources which lead to a sustained competitive advantage; this study investigate the mediating role of relationship quality on the relationship between internal marketing and employee performance in commercial banks in Sudan and to finding out if organization culture moderate the relationship between relationship quality and employee performance. This study used convenience sampling (non-probability). Where total of 382 questionnaires were distributed to the respondent’s employees of commercial banks in Sudan, The overall response rate was 87%.The study found positive relationship between internal marketing and employee performance, in addition the study indentified positive relationship between relationship quality with employee satisfaction and employee empowerment but not supported any positive relationship with employee retention. The study also found that relationship quality mediates the relationship between effectiveness leadership, cooperation, and pay motivation with employee satisfaction and employee empowerment. Furthermore; the study found that organizational culture moderate the relationship between relationship quality and employees empowerment and satisfaction but not supported on employee retention. This study adds knowledge to the theory and practice of internal marketing, relationship quality and organizational culture particularly in Commercial banks in Sudan. The theoretical contribution and empirical data adds more insight on the previous literature in the field but the contribution of practice can help bank’s managers to understand the impact of internal marketing on bank’s customer satisfaction, and how relationship quality can influence leadership effectiveness.