Samsudin Wahab

The Relationship Between Management Competencies and Internal Marketing Knowledge Towards Internal Marketing Performance

Nowadays, globalization keeps the banking industry facing more challenge business environment when big numbers of foreign bank penetrate local market in Malaysia. Internal marketing knowledge that covered product knowledge and market segmentation strategies should be spread enough internally in order to combat competitors. Knowledge sharing is another marketing tool that supports operational staff in ensuring the return on company investment. This paper explores the relationship between internal marketing knowledge and internal marketing performance. It also determines the influence of management competencies towards internal marketing performance. The populations of study are banking staff from a popular bank located at Kuala Lumpur, and simple random sampling was selected from the target populations. Data collection resulted in 70 answers from the commercial bank’s employees. Based on the finding, the result showed that internal marketing knowledge and management competencies are two anchor factors in determining internal marketing performance. Further recommendation has been attached at the end of paper for the betterment of marketing management in a banking industry in Malaysia.