An investigation of the relationship between internal green marketing dimensions and service quality in banking industry (Case Study: Branches of Bank Saderat Iran, Gilan province)

The purpose of this research is to investigate the relationship between internal green marketing dimensions and service quality in the banking industry. In terms of purpose, this research is an applied one and in terms of research method, it is a descriptive-casual one. The research population includes all employees of Bank Saderat Iran branches in Gilan province. Using Cochran's formula, 179 employees of bank branches were selected by simple random sampling. The questionnaire used was taken from the study of Akroush et al. (2013). In order to analyze the research model, structural equation method was used using LISREL 8.53 software and SPSS 18 software was used in the descriptive statistics section. The findings showed that the two components of internal green marketing, including employee recruitment and internal relationships, due to the lack of attention to professional standards in recruiting and hiring employees, as well as the inability of managers to promote person-to-person communication between individuals and groups, have no relationship. with the quality of service in Bank Saderat Iran branches of Gilan province. However, other factors including training, motivation, job security and employee retention are related to service quality. Generally, managers concerned with monitoring and improving external customer satisfaction should develop the competencies of employees to act as "part-time" marketers for the organization. Therefore, managers' awareness of the motivations and reasons for employees' behavior and creating favorable conditions to respond to these motivations can motivate employees in line with the organization's goals, and this also provides managers with a subtle insight into the competitive advantage based on the environment.