دور أبعاد التسويق الداخلي في تحقيق الالتزام التنظيمي للموظفين : دراسة استطلاعية لآراء عينة من موظفي شركة زين العراق للاتصالات

Abstract EN

Current changes in research has resulted in shaping a frame of approach that sheds the light on one of the main activities in the internal marketing and what it consists of as different dimensions represented by selection, employment, training and development, incentive and reward, in dissemination of information among workers.

Internal marketing has the prominent role in actualizing organizational commitment of the employees which has increased the interest in the internal marketing within organizations in general and the service sector in particular, after it has gained employees highly disciplined, able to present customer service with high quality.

This study presents a theoretical approach to the changes in the research.

And for the practical field it has chosen the communication sector (Zen Iraq for communication) as a society to conduct research.

Statistical measures have been taken to analyze data of the questionnaire in attempt to obtain enough answers suitable to qualify as recommendations that may enhance regulated commitment in employment.

Results have shown that “there is a significant impact for the internal marketing on regulated commitment”.

Also, the study has recommended that “points of power must be backed up when applying dimensions of inbound marketing, while weak points must be tackled through news and styles in acquiring internal agent loyalty that will ensure high level of organizational commitment”.