The Influence of Internal Marketing Practices in the Banking Sector: A Systematic Review Approach

Abstract

This article aims to establish the literature trends on internal marketing in the banking sector from 2012 to 2021. The main objective of this endeavor was to shed light on the influence of internal marketing practices on bank employees' job satisfaction. Our systematic review analysis of 6,223 published articles from the Scopus database yielded the top ten cited articles, as well as overall trends, theoretical frameworks, research methodologies, and potential constructs directly connected to internal marketing and the banking sector. Finally, we develop two practical implications for senior organizational managers to redesign their relationship with employees via internal marketing practices that enhance employees' job satisfaction through consideration of organizational culture and learning.