التسويق الداخلي و تأثيره في الصورة الذهنية للمنظمة من منظور داخلي : دراسة تحليلية لآراء عينة من العاملين في مستشفي جراحة الجملة العصبية في بغداد

الملخص EN

The current research focused on shedding light on employees as the organization's internal customers, and they are the ones who are entrusted with converting the ideas and strategies of the organization into actual actions, and thus the level of workers' perceptions about the organization is one of the decisive factors in its success in its field of work, so the aim of the current research is to test the marketing effect The procedure, which is a unique style of management and a marketing approach distinguished by its sub-dimensions (dissemination of marketing information, training, incentives, and service culture) in the mental image of the organization in the minds of its workers, and for the purpose of achieving the goal of the research, the Neurosurgery Hospital in the capital, Baghdad, was chosen as a field for research, and a form was adopted.

Five Likert Scale Questionnaire as a main tool for data collection as it is the appropriate tool for measuring research variables and represents the research community of all hospital employees in various specialties (medical, administrative, technical), as (100) questionnaires were distributed, which were analyzed using the statistical program (SPSS v.25) Depending on a number of statistical tools represented by (percentages, weighted arithmetic mean, relative importance, standard deviation, F-test, coefficient of determination (R2)), and the research reached a set of conclusions, the most prominent of which was what the results of the main research hypothesis indicated to the effect of internal marketing in its sub-dimensions on the mental image of the organization in the minds of its employees, and the research concluded with a set of recommendations, one of which was the recommendation of management The hospital urges the need to adopt measures that ensure the flow of marketing information dissemination and the provision of services to workers to increase the level of their positive perception towards the hospital, which will be reflected positively on the level of their performance as the hospital's incoming customers