أثر التسويق الداخلي في تنمية الولاء للعلامة التجارية : دراسة ميدانية بمؤسسة Mobilis للاتصالات الخلوية بالجزائر

الملخص EN

The study aims at explaining the effect of internal marketing on its dimensions (clarifying the roles of employees, training, motivation, increasing motivation of employees, communication) as an independent variable in the development of loyalty to the brand.

A questionnaire was designed to measure the impact of internal marketing dimensions in the development of loyalty to the Mobilis brand.

All employees of the communications agencies were selected in Jaljafa, Laghouat and Ghardaia as a study society.

A random sample of 67 frontline workers was selected by these agencies.

, Were fully recovered and processed.

The researchers used the appropriate statistical methods to analyze.

One of the most important findings of the study is the presence of an internal marketing impact on the development of loyalty to the brand at Mobilis.

The two researchers recommended that more efforts be made to meet the needs of the employees and gain their satisfaction to ensure their continuity of work, as well as the need to clarify the roles of the workers at different levels of management.