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Case Studies | Management | Sudan | Volume 3 Issue 12, December 2014

Internal Marketing and Employee Empowerment: The Mediating Role of the Relationship Quality: Study on Commercial Banks in Sudan

Abdel Hafiez Ali Hasaballah Ph.D | Siddig Balal Ibrahim Ph.D | Magbola Abdo Aljabar Hissin Abdallah Ph.D

Abstract: Employees play an integral role in achieving companies goals, employees are the most valuable organizational resources which lead to competitive advantage in the company, this study investigates the mediating role of relationship quality on the relationship between internal marketing and employee empowerment in commercial banks in Sudan. In order to fulfill the objective the study convenience sampling was used. A total of 380 questionnaires were distributed to the respondents, the results showed a positive relationship between internal marketing and employee empowerment, in addition the study indentified positive relationship between relationship quality with employee empowerment, and the relationship quality mediates the relationship between effectiveness leadership, and pay motivation with employee empowerment. . The theoretical contribution and empirical data adds more insight on the previous literature in the field, for practitioners it can help banks managers to understand the impact of internal marketing on banks customer empowerment, and how relationship quality can influence leadership effectiveness.

Keywords: Internal marketing, empowerment, trust, commitment

Edition: Volume 3 Issue 12, December 2014,

Pages: 2366 - 2373