Impact Of Internal Marketing On Customers Satisfaction Through Female Employees Satisfaction In Commercial Banks Of Yemen

This study explored the impact of internal marketing dimensions(internal communication,motivation,empowerment,training program)on customer satisfaction through female employees satisfaction in commercial banks of Yemen.Where many studies have been conducted to know the impact of internal marketing on employee satisfaction and thus its impact on economic growth.The study concluded that internal marketing has a positive impact on female employee satisfaction and thus achieving customer satisfaction and providing high quality services.Where the researcher used the initial data of books and references and previous literary studies and descriptive analysis as one of the most appropriate ways to study this phenomenon.The researcher used SPSS program Testing hypotheses and their extent impact.The study was conducted on the female element.The data were collected from the employees of the Yemeni banks in various departments,including a general manager,a department manager,a manager,an employee.The questionnaire was distributed to 11 banks in Sana'a and Aden.While the total number of branches used in the sample study 60 branch and office 120 questionnaires were distri buted with 95% of the study population and 6 excluded because of unclear answers.A random sample(30)was also distributed at Sana'a and Aden University and the results were positive.This study concludes that Yemeni banks should apply the concept of internal marketing and the possibility of benefiting from the application of the concept in Yemeni banks to enable Yemeni banks to behave in an excellent manner under the current fierce competition that facing these banks at the present time and enhance their competitive capabilities.providing employees with the skills and rewards that make them more efficient to practice their work properly.The researcher developed an empirical model to measure the effect of independent varia bles which are:(internal communication,training program,motivation,empowerment)on the dependent variable which is Female employees satisfaction to achieve the customers satisfaction.Through the study model the study used several statistical tests to find the research purpose and to be sure that the research questionnaire has the stability requirement,also used the Pearson correlation coefficient to measure the validity of paragraphs and other statistical tests.In addition to run the OLS regression as to find which is from the independent variables has significantly effect on the dependent variable.This study sheds light on the important issue of the status of Arab women and their role in the development of the economy.The extent of the impact of women in the work and what the pressures and difficulties faced so it was necessary to put a study on this aspect and to measure the extent of satisfaction of female employees to customer satisfaction.