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Effects of internal marketing on strategic orientations in the banking sector

Aloisio Henrique Mazzarolo (Accounting and Management, FUCAPE Business School, São Luís, Brazil)
Emerson Wagner Mainardes (Management, FUCAPE Business School, Vitória, Brazil)
Danilo Soares Montemor (Management, FUCAPE Business School, Vitória, Brazil)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 4 March 2021

Issue publication date: 6 July 2021




The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.


The authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.


The results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.

Research limitations/implications

The findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.


The results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.



This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2020 and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2018–2021.Conflict of interest statement: On behalf of all authors, the corresponding author states that there is no conflict of interest.


Mazzarolo, A.H., Mainardes, E.W. and Montemor, D.S. (2021), "Effects of internal marketing on strategic orientations in the banking sector", International Journal of Bank Marketing, Vol. 39 No. 5, pp. 810-833.



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