Quantitative Modeling of Internal Marketing and Interactive Marketing

Service marketing requires more than just traditional marketing. It also requires internal marketing and interactive marketing. In services marketing, service quality depends on both the service deliverer and the quality of the delivery. Service employees therefore have to master interactive marketing skills. The relationship between the internal marketing factors and employee satisfaction and interactive marketing factors and customer satisfaction are explored in State Bank of India, Visakhapatnam, Andhra Pradesh using the Structural Equation Modeling. The aim of this paper is to explore the linkage between employee satisfaction and customer satisfaction. Findings revealed that there exists a positive relationship between internal marketing factors and employee satisfaction; and also the interactive marketing factors and customer satisfaction. But there is a negative relationship between employee satisfaction and customer satisfaction.