أثر التسويق الداخلي على ولاء العملاء من خلال الرضا الوظيفي في البنوك التجارية الأردنية

الملخص EN

Thes study was aimed to identify the impact of internal marketing dimensions (recruitment process, staff capacity development, empowerment) on customer loyalty dimensions (confidence, satisfaction) through job satisfaction in commercial banks, the study included all the commercial banks of Jordan, the number (13) banks, and was limited Study on the staff of marketing departmentsin Jordanian commercial banks.The researchers used a comprehensive survey that included all marketing managers, department heads, and marketing staff.

The study used the descriptive analytical method, where (283) questionnaires were distributed to the members of the study sample and the study was used for statistical analysis statistical packages program (SPss).

The study found that there is a statistically significant impact at the level (α = 0.05) of internal marketing dimensions (recruitment process, staff development, empowerment) on customer loyalty dimensions (confidence,satisfaction).

There is also a statistically significant impact at the level (α = 0.05) of the internal marketing dimensions (recruitment process, staff development, empowerment) on the job satisfaction of the employees of Jordanian commercial banks.

As well as the presence of a statistically significant impact at the level of significance of internal marketing dimensions (confidence, satisfaction) through job satisfaction of employees.

The study recommended a set of recommendations, the most important of which isthe need for commercial banks to adopt a fair and transparent system in the recruitment process, and to enable the best stability of their employees to enable them to achieve their satisfaction on the one hand and to provide banking services to customers of banks efficiently and professionally to work to gain their trust and satisfaction and loyalty to banks.