Emphasis on the relationship between internal marketing and bank deposit resources in order to supply productive financial resources and activate human capitals in accordance with general policies of resistive economy

This study was conducted with the purpose of examining the role of internal marketing in attracting deposit resources and also explaining the difference between Tose’e ta’avon Bank and City Bank in the relationship between internal marketing and deposit resources. This research was done in order to investigate the role of activation of human capitals through internal marketing to supply productive financial resources in accordance with the first section of general policies of resistive economy and also compare governmental and non-governmental banking in line with the general policies of article 44 of constitution. So that by utilizing its results، we can find out the strengths and weaknesses of the bank in the perspective of internal marketing to attract the deposit resources and to help enhance and mobilize deposit resources as the most significant resources of banks. In this study، sampling method was stratified sampling. The data collecting instruments are the questionnaire for evaluating internal marketing and also financial balance sheets data of the bank branches for measuring the deposit resources. Data was collected from a 102-people samle in Tose’e ta’avon Bank and a 145-people sample in City Bank and was analyzed by structural equation modeling، mean structural analysis and two population mean comparison. The findings indicate that internal marketing is significantly and positively associated with bank deposit resources. Additionally، this relationship in City bank as a non-governmental bank has a significantly difference in comparison with Tose-e Ta’avon bank as a governmental bank