إستراتيجية التسويق الداخلي وأثرها في جودة الخدمة المصرفية دراسة تطبيقية لعينة من المصارف العراقية

Abstract

This study aimed to determine the effect of internal marketing on the quality of banking service, and the study was conducted in a sample of Iraqi banks in Najaf Governorate, which number (8) banks, and they represent the study population, and some statistical methods were used to test the hypotheses of the study, and one of the results of the study was 1- That the level of quality of banking service provided by banks was in a moderate degree 2- There is a positive correlation with statistical significance between internal marketing and the level of quality of banking service, and the study concluded with recommendations, the most important of which is that management should strive to achieve high levels of job satisfaction for them, and adopt the concept of marketing internally by designing strategies oriented to the needs and desires of its internal customers

Keywords

• استراتيجية التسويق الداخلي