Effects of internal marketing on job satisfaction among Islamic bank employees in Sabah

This study explores the effects of internal marketing strategies on job satisfaction among employees in Islamic banks in Sabah, Malaysia. Internal marketing, which emphasizes treating employees as internal customers, plays a vital role in improving motivation, communication, and organizational commitment. Given the unique spiritual and ethical environment of Islamic banking, this research investigates how internal marketing practices such as internal communication, empowerment, reward systems, and leadership support influence job satisfaction. Using a qualitative approach, data were collected through semi-structured interviews with 15 employees across three major Islamic banks in Sabah. Thematic analysis revealed four main themes: (1) trust and communication alignment, (2) empowerment and career growth, (3) organizational justice through Shariah-compliant leadership, and (4) workplace spirituality and meaning. The study concludes that internal marketing enhances employee satisfaction when aligned with Islamic values and ethical management. Recommendations are provided for improving internal communication systems and leadership training in Islamic financial institutions.

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