Abstract
The purpose of this paper is to investigate the mediating role of Internal
Service Quality (ISQ) on the relationship between internal marketing and
organizational performance. The study focused on the ISQ of different
banks operating in Peshawar. Stratified random sampling technique was
utilized to collect the data from different banks operating in the city of
Peshawar. A total of 564 questionnaires were distributed in 80 different
branches of medium and large sized banks. In the present study 404
questionnaires were returned, constituting the response rate of 71.63%. A
total of 63 questionnaires were rejected. The total number of
questionnaires usable for the study was 341. The findings reveal that in
the banking sector, internal marketing and internal service quality have a
direct and positive influence on the organizational performance,
furthermore the results revealed that ISQ partially mediates the
relationship between internal marketing and organizational performance.
The findings provide useful insights for organizations, particularly in the
banking industry, seeking to be competitive and responsive to the
increasing challenges. Conclusions emphasize that mechanisms to
encourage and foster ISQ in the organization are likely to facilitate the
introduction, adoption, and diffusion of service quality both within and
outside the organization which in turn, is likely to result in achievement
of superior bank performance.
Khawaja Fawad Latif, Qadar Bakhsh Baloch. (2015) Role of Internal Service Quality (ISQ) in the relationship between Internal Marketing and Organizational Performance, Abasyn Journal of Social Sciences, Volume-08, Issue-2.
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