Mercadeo interno para optimizar la calidad de servicio en la banca universal

Prieto Pulido, Ronald | 2016-01-15

The adoption of internal marketing, promotes competitive, sustainable enterprises and quality services to its customers advantages. Therefore, the aim of this paper was to analyze the internal marketing as key to optimizing the quality of service offered by the Universal Banking MaracaiboVenezuela factor. The study is supported on a quantitative paradigm, from a positivist approach; descriptive, cross-developed under a non-experimental design, ¿eld. The population is made up of ¿ve major banks nationwide. A non-probabilistic convenience sample was applied, with the sources a total of 140 individuals. The information was gathered through two structured questionnaires, one for internal marketing Variable consisting of 46 items, one for the variable quality of service consisting of 18 items. Both instruments were formalized and standardized, obtaining a reliability of r = 0.94 and 0.89 respectively. The results detected de¿ciencies in staf¿ng needs; irregularities in the communication between managers and supervisors with the operating personnel, failure motivational aspects and worker training, generating discontent, both internal and external customers. Concluding that must be generated trusting relationships between staff, providing workers’ participation in decision making and intensify the actions of internal marketing in banking institutions, which results in optimizing the service to its users.