تسويق العلاقة في المؤسسة الخدمية : التسويق الداخلي كحجر أساس لبناء العلاقة مع الزبون

الملخص EN

This article deals with the theme of relationship marketing and its role In achieving customer loyalty, with a focus on services companies, it attempts to show the importance of adopting relationship marketing as a modern concept in marketing management within the concept of holistic marketing which basis in creating and delivering high value to the customer in order to achieve his trust and his commitment to the organization over the long term; relationship marketing aims to build profitable long-term relationships with the customer, and in a services company, front-line people are responsible of building this relationship through direct interaction with the customer as well as the managing of time meeting with them through what is known service encounter, this is what highlighted the importance of internal marketing as the cornerstone in relationship marketing to build long-term relationships with the employees by the commitment of top management to provide a work environment quality based on the continuous improvement of working conditions and work to earn employees' trust and commitment