تأثير ممارسات التسويق الداخلي على المناعة التنظيمية : "دراسة تطبيقيه على العاملين في جامعه مؤته في الأردن"

Abstract EN

The study aims to measure the effect of internal marketing practices with its dimensions (Internal product, Internal price, Internal distribution, Internal promotion) on Regulatory immunity with its dimensions (Organizational DNA, immunity regulatory memory).

on a sample of Employees of Mutah University in Jordan(Faculty members and Administrative staff existin).

An analytical model is developed as a guideline to test the relationship between study variable.

In order to collect primary data, a questionnaire is designed using the Google Drive form, and directed to Employees of Mutah University in Jordan (Faculty members and Administrative staff existin).

The SPSS is used to process the primary data, sample size is (340), the valied questionnaire are (318), Sample typle is stratified random, The (Amos) is used to measure direct relations between variables.

The study found a set of recommendations, the most important of which are:
1-The university administration should set clear policies and strategies that contribute to achieving its planned goals with regard to the internal product and in a way that enhances mutual trust between the administration and the university's employees.

2-The university administration should focus on providing an organizational climate for its employees in terms of providing all needs and work requirements to ensure that workers work in appropriate working conditions
Keywords: internal marketing practices, organizational immunity