Internal marketing activities in banks and a comparison of private banks and state banks

In today's world, enterprises continue having their commercial activities in a very competitive environment. Improving the satisfaction levels of the workers provides the companies with an important competitive advantage. Internal marketing which has been started to be implemented since 1980s aims at satisfying the workers by considering them as 'internal clients'.Service businesses compose a great domain in economies. In service businesses, the one who produces the service and serves is the human. In service businesses, while gaining new customers is as compulsory as maintaining the dependence of old customers for the success of the enterprises, the basic factor to keep this dependence is the worker. In this regard, the continuation and success of the activities of the enterprises hinge upon providing the satisfaction of the internal customers. Providing the satisfaction of internal customers by internal marketing activities will improve the quality and the performance.In this study, the notions of service and internal marketing and their historical developments are investigated, the relationship between the satisfaction of internal and foreign customers is mentioned and after explaining the factors affecting the internal customer satisfaction, internal marketing and the satisfaction level of internal customer in private banks and state banks from the service businesses are measured.Key words: Internal marketing, Customer Satisfaction, Internal Customer Satisfaction.