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Study on the Influence of Internal Marketing on the Satisfaction of Employee Job Satisfaction in Chinese Commercial Bank

Author: YanMan
Tutor: ChenYunJuan
School: Nanchang University
Course: Technology Economics and Management
Keywords: Internal Marketing commercial bank Satisfaction Bank Industry
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 36
Quote: 0
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Abstract


Now together with the development and innovation in financial industry all over the world, Chinese Commercial Banks are not only facing the fierce competition from domestic banking industry, but also facing the unprecedented attack from foreign banks. Foreign banks relay on its management expertise and advanced technology and faculty, good service quality, best talents and the spirit of innovation, they will seize market share of Chinese Commercial Banks. The result is that Chinese Commercial Banks has lost a large number of customers. At the same time, with the development of foreign banks, the requirement of highly skilled and experienced person. Foreign banks relay on its advantages on fund, they can provide better job chance, job training, plan on occupation career, and more comfortable environment of working than Chinese Commercial Banks. The staffs in foreign banks can have a brilliant future. The result is that Chinese Commercial Banks have lost a large number of employees, especially the employees who are good at financial and have a lot of experience on finance. As the development of financial industry, they will require more and more talents who have the composite knowledge such as finance, management, accounting, law. At present, domestic banks have younger staffs whom are lack of experience and the spirit of innovation. The lack of talent on finance is a challenge to the development of domestic banking.The research has taken Commercial Bank as a study case to provide an in-depth influence analysis on internal marketing to employee’s satisfaction. The result can verify the assumption that the higher satisfaction level employees practice to internal marketing the more satisfaction they get in working place. The research classified the staffs by their characteristics, and prepares the difference attitude toward internal marketing and job satisfaction. The research is also intend to provide suggestion to implement of internal marketing, reduce wastage rate of some ideas and improve the efficiency of manpower resources in a Chinese mainland context.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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