Internal marketing in the banking sector

Ovim radom obrađen je koncept internog marketinga u uslužnoj djelatnosti, tj. u bankarskom se-ktoru. Značaj koncepta internog marketinga istaknut je i obrađen kroz njegove najčešće primjenji-vane alate: interne edukacije, plaće, nagrađivanje, priznanja te organizacijsku kulturu kao predu-vjet primjene navedenih instrumenata. Svrha rada je objasniti koncept internog marketinga, važ-nost njegove primjene i njegov doprinos željenim poslovnim rezultatima. Primarnim i sekundar-nim istraživanjem pružen je uvid u značenje i načine provedbe internog marketinga u bankarskom sektoru. Rezultati istraživanja uputili su na neospornu važnost brige i ulaganja banke u svoje za-poslenike s ciljem poboljšanja radne učinkovitosti prilikom interakcije s klijentima i samim time poslovnih rezultata. Na temelju rezultata istraživanja izneseni su prijedlozi za unapređenje koji bi prema navodima zaposlenika poboljšali komunikaciju s klijentima i doprinijeli kvaliteti usluge.This paper deals with the concept of internal marketing in the service industry, i.e., the banking sector. The significance of the concept of internal marketing is highlighted and processed using the most frequently applied tools: internal training, salaries, rewards, recognition, and the organizational culture as a prerequisite for utilizing the mentioned instruments. The purpose of this paper is to explain the concept of internal marketing, the importance of its application and contribution to desired business results. Primary and secondary research provides insight into the meaning and ways of implementing internal marketing in the banking sector. The research results point to the undeniable importance of the bank’s care and investment in its employees with the aim of improving work efficiency when interacting with clients and thus business results. Based on the results of the research, suggestions for improvement are presented which, according to the employees, would improve communication with clients and contribute to the quality of service