This research aims to recognize the reality of the application of internal marketing
policies in the Syrian banking through a comparative study between public and private
banks in the extent of the application of these policies (the culture of serv
ice, internships,
Publishing of marketing information), the study included three public banks (Commercial
Bank of Syria, real Estate Bank of Syria, the agricultural Bank), three private banks
(international Bank for trade and finance, Arab Bank, Bank Audi), and to achieve the
study objectives were to build a questionnaire, applied to a sample of employees and
customers at the six banks, and the search is over to the following conclusions Private
banks tend to apply the internal marketing policies are larger and clearer than the public
banks, There is a difference in the application of the service culture variable depending on
the type of bank (in-particular), There is no difference in the application of in-house
training variable depending on the type of bank (in-particular), There is a difference in the
application deployment marketing information variable depending on the type of bank (inparticular)
and The private banks internal marketing policies applied better than public
banks.
This paper aims to evaluate internal marketing practices (the service culture, the
internal training and disseminate the marketing information to employees) in all brokerage
firms in Damascus. The research adopted quantitative approach and positivi
sm philosophy
besides deductive approach as scientific methodology for the research. The research
population included employees working in all brokerage firms, (95) questionnaires were
distributed to the workers in brokerage firms, (80) questionnaires were responded, the
response rate was (84.21%).
By using appropriate statistical methods, the study reached the following results:
1. There is service culture within brokerage firms working in Damascus.
2. There is no internal marketing within brokerage firms working in Damascus.
3. All brokerage firms in Damascus disseminated the marketing information to employees.
4.There were no statistically significant differences between the averages of
employees’ evaluation of internal training in brokerage firms according to the number of
experience years, while there were statistically significant differences between the
averages of employees’ evaluation of service culture and disseminate the marketing
information to employees in brokerage firms according to the number of experience years.