Internal Marketing and Customer Brand Equity: A Case Study of Banking Sector in Pakistan

Abstract

In a dynamic business environment, no organization can deny the significance of incorporating the internal marketing strategies to establish an enduring relationship with their ultimate customers. An organization can increase certain dimensions of customer brand equity when it makes its employees satisfied and committed to the firm. The focus of the stsudy is to explore connection between internal marketing and customer brand equity using a conceptual framework that was developed after an extensive literature review. Primary data were gathered from dyadic interactions between manager and customer in banking sector in Pakistan. PLS based structural modeling (SEM) technique was used to assess all the significant factors in the proposed framework. Findings suggested the significant indirect relationship of internal marketing with customer brand equity through customers’ organization citizenship behavior, job satisfaction and their commitment to the firm. The study also offered useful managerial implications for service firms, specifically banking institutions in Pakistan.