The Impact of Commercial Banks' Internal Service Quality on the Front-Line Employees' Service Performance: Based on the Perspective of Internal Marketing

Under the "new normal" of the development in financial services, high-quality of customer service experience is the core product of commercial banks, but also the determinant of new driver for competitive position in commercial bank industry. Based on the perspective of internal marketing, this study has taken 206 front-line employees in commercial banks as research samples and analyzed the impact of commercial banks' internal service quality on service performance. The study suggests that internal service quality has a positive effect on the service performance of front-line employees. Job satisfaction has a mediating effect between internal service quality and service performance, and trust has a moderating effect between internal service quality and service performance. This study has opened a black box (internal service quality → service performance), which would provide some theoretical support for the commercial banks to upraise the front-line employees' satisfaction and improve their service performance.