أثر تطبيق التسويق الداخلي على جودة الخدمة العمومية المحلية : دراسة على عينة من موظفي بلدية سيدي عيسى-ولاية المسيلة-الجزائر

الملخص EN

The primary concern of this study is to shed the light on the effect of internal marketing implementation process (IM) on the quality of local public service (QLPS) in the municipality of Sidi Issa, and therefore highlighting the nature of the relationship between the variables of the study.

To achieve this goal, a set of concepts and previous studies related to (IM) and (QLPS) has been addressed.

Furthermore, on the basis of collecting relevant data, a questionnaire was designed and distributed on a random sample of 165 Respondents.

The results obtained showed that there is a positive relationship between (IM) and (QLPS) and the existence of an impact of (IM) on (QLPS) in the municipality of Sidi Issa, moreover, the current study found that internal marketing is not sufficiently applied in the municipality of Sidi Issa, also the quality of local public services provided to the citizen of this municipality are deteriorated.

On the basis of these results, the study recommends to pay more attention to the internal marketing and ensuring its application, and focus on the application of its dimensions according to the importance of each dimension in the activity of the municipality, also it's vital to provide greater flexibility in administrative transactions with employees and the regulations that guide them, and to conduct continuous studies to find out the impact of the application of internal marketing dimensions on the staff and address the imbalance immediately.