Purpose The purpose of this paper is to assess the impact of a global measure of internal marketing on bank employee job satisfaction and employee commitment to the bank. In addition, the authors assessed the subsequent impact of job satisfaction and employee commitment on employee-bank identification. The dual mediating role of job satisfaction and employee commitment in the internal marketing-employee bank identification relationship was also explored. Design/methodology/approach Using self-administered questionnaires, the authors collected data from a convenience sample of Saudi Arabian bank employees attending training at the Institute of Banking, Saudi Arabia. Structural equation modeling was used to assess the predicted structural relationships. Findings Internal marketing has highly significant positive effects on job satisfaction and employee commitment to the bank. These in turn influence employee bank identification. Internal marketing also impacts employee bank identification indirectly through its impact on both job satisfaction and employee commitment. Practical implications Bank management needs to take a holistic approach to internal marketing and ensure that they create an environment where employers will be satisfied and committed to the point that they will feel proud to be associated with the organization. Originality/value The study uses a global measure and provides evidence of the dual mediating effects of job satisfaction and employee commitment to the bank in the internal marketing-employee bank identification relationship. This evidence is unearthed in the Saudi Arabian banking sector, characterized by conventional and Islamic banks.

This paper examines the factors that influence mobile marketing acceptance among female Saudi consumers. A survey was conducted using an electronic and self-administered questionnaire. A total of 300 questionnaires were distributed. The valid questionnaires were 226; thus the response rate is 0.75. This study examines the following factors: providing information, content sharing, content access, personal attachment, and perceived value as independent factors. The mobile marketing acceptance was the dependent factor. Results of the study indicate there is a high association between study variables and mobile marketing acceptance. Conclusion, study limitation, and future studies were provided.

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