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Impact of Internal Marketing Practices on Intention to Stay in Commercial Banks in Jordan

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

The study aimed at identifying the impact of internal marketing practices on the intention to stay in commercial banks in Jordan. The internal marketing practices represented by (empowerment, training programs, incentives and rewards, internal communication and administrative support). The study population consists of employees of Commercial Banks in the northern region of Jordan; a sample was taken from the study population. The questionnaire was distributed to 550 of study samples, 521 were valid for statistical analysis. To achieve the objectives of the study and test hypotheses statistical analysis programs (IBM SPSS 24) and (SMARTPSLS, v. 3.2.6) were used. The study found that there is a statistically significant effect of internal marketing practices on Intention to stay in commercial banks in Jordan. Based on the study results, the researcher recommended the managers and decision makers in the commercial banks in Jordan to emphasize the importance of job commitment, which generates the desire of employees to maintain their membership in the banks and their willingness to pursue organizational goals and accept their values and objectives.

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Authors and Affiliations

  1. Ministry of Local Administration, Amman, Jordan

    Mohammad Issa Ghafel Alkhawaldeh

  2. Kuwait Civil Aviation, Ishbiliyah Bloch 1, Street 122, Home 1, Al Farwaniyah, Kuwait

    Faraj Mazyed Faraj Aldaihani

  3. Department of Business Administration, School of Business, Al al-Bayt University, P.O. Box 130040, Mafraq, 25113, Jordan

    Bahaa Addin Ali Al-Zyoud, Sulieman Ibraheem Shelash Al-Hawary & Nancy Abdullah Shamaileh

  4. Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, P.O. Box 961343, Amman, 11196, Jordan

    Anber Abraheem Shlash Mohammad

  5. Department of Marketing, School of Business, The University of Jordan, Amman, 11942, Jordan

    Muhammad Turki Alshurideh

  6. Department of Management, College of Business, University of Sharjah, 27272, Sharjah, United Arab Emirates

    Muhammad Turki Alshurideh

  7. Ministry of Education, Amman, Jordan

    Omar Atallah Ali Al-Adamat

Authors
  1. Mohammad Issa Ghafel Alkhawaldeh
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  3. Bahaa Addin Ali Al-Zyoud
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  4. Sulieman Ibraheem Shelash Al-Hawary
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  6. Anber Abraheem Shlash Mohammad
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  7. Muhammad Turki Alshurideh
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  8. Omar Atallah Ali Al-Adamat
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Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Alkhawaldeh, M.I.G. et al. (2023). Impact of Internal Marketing Practices on Intention to Stay in Commercial Banks in Jordan. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_122

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