Internal marketing in banks and its impact on enhancing relational leadership: an analytical study of the opinions of a sample of workers in the government banking sector in the Holy Najaf Governorate

Abstract

The current research project aims to determine the relationship between the influence of internal marketing in enhancing relational leadership by analyzing the opinions of a sample of employees in some branches of government banks in the Najaf Governorate. The research starts from a problem represented by the presence of weakness in relational leadership due to the weak adoption of internal marketing in banks. The study, and through the above, the problem of the study can be framed by the main question: What is the impact of internal marketing in enhancing relational leadership? In order to address the problem of the study, the necessary information was collected by adopting the study scale (questionnaire form), and then classifying and analyzing the data using approved statistical methods, and the analysis was done. Questionnaire data were collected using statistical analysis programs (SPSS v.23), (SMART PLS), and (MICROSOFT EXCEL), and the descriptive analytical approach was adopted in dealing with the problem. The study sample represents (150) workers in government bank branches in Najaf Governorate.
The study reached conclusions, the most important of which is the existence of a positive, significant influence relationship with internal marketing on relational leadership in the banks studied. The study concluded with a set of recommendations, the most important of which is the need for the researched banks to move towards adopting the concept of internal marketing as a basis approach for its contribution to strengthening relational leadership.