أثر تطبيق التسويق الداخلي على التفكير الابتكاري للموظفين : دراسة مقارنة بين المصارف الوطنية و الأجنبية العاملة بالجزائر

الملخص EN

The study aimed at analyzing the effect of the internal marketing on employee’s creative thinking in banks operating in Algeria.

A questionnaire was distributed to the study sample represented by the senior and middle management of all branches operating in Skikda and Annaba.

The study reached that there is a positive impact of internal marketing on employee’s innovative thinking in both national and foreign banks.

Also there are no statistically significant differences between the regression models, It means that employees innovative thinking in these banks responds in the same way to the effect of internal marketing regardless of their nature.