التسويق الداخلي و دوره في تحسين جودة الخدمات المصرفية : مقاربة نظرية

الملخص EN

This study aims to clarify the role of internal marketing practices in improving the quality of products and services provided by commercial banks.

To achieve the above objective the researcher adopted the descriptive analytical method through discussion and analysis the following points: the definition of internal marketing in banks, characteristics of internal marketing in banks, objectives of adopting internal marketing in banks, procedures for activating internal marketing in banks, requirements for successful internal marketing practices in banks, the role of internal marketing in improving the quality of banking products and services.

Finally, the study reached several conclusions, most notably the need of adoption of internal marketing practices in commercial banks with effectively manner contribute to the development of its products and services, the study also concluded that success of applying of internal marketing practices in banks is the responsibility of all staff and not limited in the department of marketing management