1.
A. Vijaya Kameshwari
– Department Of Commerce And Management Studies, Andhra University, Visakhapatnam, India.
2.
Rajyalakshmi Nittala
– Department Of Commerce And Management Studies, Andhra University, Visakhapatnam, India.
Abstract
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.
Keywords Service Industry, Internal Marketing, Employee Satisfaction, Customer Satisfaction
