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The purpose of this study is to investigate heat transfer and electrokinetic non-Newtonian flow in a rectangular microchannel in the developed and transient states.

The Carreau–Yasuda model was considered to capture the non-Newtonian behavior of the fluid. The dimensionless forms of governing equations, including the continuity equation for the Carreau–Yasuda fluid, are numerically solved by considering the volumetric force term of electric current (DC).

The impact of pertinent parameters such as electrokinetic diameter (R), Brinkman number and Peclet number is examined graphically. It is observed that for increasing R, the bulk velocity decreases. The velocity of the bulk fluid reaches from the minimum to the maximum state across the microchannel over time. At the electrokinetic diameter of 400, the maximum velocity was obtained. Temperature graphs are plotted with changes in the various Brinkman number (0.1 < Br < 0.7) at different times, and local Nusselt are compared against changes in the Peclet number (0.1 < ℘e < 0.5). The results of this study show that by increasing the Brinkman number from 0.25 to 0.7, the temperature along the microchannel doubles. It was observed that increasing the Peclet number from 0.3 to 0.5 leads to 200% increment of the Nusselt number along the microchannel in some areas along the microchannel. The maximum temperature occurs at Brinkman number of 0.7 and the maximum value of the local Nusselt number is related to Peclet number 0.5. Over time in the transient mode, the Nusselt number also decreases along the microchannel. By the increasing of time, the temperature increases at given value of Brinkman, which is insignificant at Brinkman number of 0.1. The simulation results have been verified by Newtonian and non-Newtonian flows with adequate accuracy.

This study contributes to discovering the effects of transient flow of electroosmotic flow for non-Newtonian Carreau–Yasuda fluid and transient heat transfer through rectangular microchannel. To the authors’ knowledge, the said investigation is yet not available in existing literature.

In this paper aims to investigate the numerical simulation of the electroosmotic flow of the Carreau-Yasuda model in the rectangular microchannel. Electromagnetic current is generated by applying an effective electric field in the direction of the current.

The non-Newtonian model used is the five-constant Carreau-Yasuda model which the non-Newtonian properties of the fluid can be well modeled. Using the finite difference method, the potential values at all points in the domain are obtained. Then, the governing equations (momentum conservation) and the energy equation are segregated and solved using a finite difference method.

In this paper, the effect of various parameters such as Weisenberg number, electrokinetic diameter, exponential power number on the velocity field and Brinkman and Pecklet dimensionless numbers on temperature distribution are investigated. The results show that increasing the Weissenberg dimensionless number and exponential power and diameter parameters reduces the maximum velocity field in the microchannel.

To the best of the authors’ knowledge, this study is reported for the first time.

This study aims to explore the extent to which internal marketing influences employees’ perceived ability to deliver service quality in the Islamic banking industry in Oman. Additionally, the influence of perceived service quality on perceived customer satisfaction is established.

Data was obtained from retail banking branch employees at the customer front line of Islamic banks in Oman using electronic and person-administered surveys, and 272 responses were deemed suitable for data analysis. The measurement and structural models were measured through structural equation modelling.

The findings show that internal promotion, internal process and internal purpose are enablers of employees’ perceived ability to deliver service quality in the Islamic banking industry of Oman. In addition, service quality was found to have a strong positive influence on perceived customer satisfaction in Islamic banks.

This study demonstrates that internal product, internal price, internal promotion, internal process and internal purpose are influencers of service quality, and the latter has a direct relationship with perceived customer satisfaction in Islamic banking.

The findings can guide the Islamic banking sector in Oman on how internal marketing can foster service quality, ultimately leading to positive perceived customer satisfaction experiences.

The internal marketing mix model is predominately a Western model, which has been tested primarily in mature Western markets. This study reflects on ten internal marketing mix elements, which have been tested for the enablement of service quality and perceived customer satisfaction in Oman.