تشخيص و قياس العلاقة التوافقية بين مكونات التسويق الداخلي : دراسة استطلاعية لآراء عدد من مدرسي المدارس الأهلية في مدينة الموصل

Abstract EN

Organizations need to revitalize their basic capabilities and competencies to build competitive advantages and counter competitors 'threats not only to build better value for customers but for employees as well.

Organizations have understood the value of human resources by considering employees as internal assets and customers being nurtured, as internal marketing and its components contribute to the development of the organization's employees and motivate them to provide better service quality and external customer satisfaction.

The research aims to diagnose and measure the harmonic relationship between the components of internal marketing for a sample that included (118) male and female teachers from private secondary schools in the city of Mosul.

In general, the research attempts to answer three questions, namely, is there a difference in the answers of the respondents about the components of internal marketing? , Is there a consensual relationship between the internal marketing components of organizations? , Are there correlations Among the components of internal marketing in the researched organizations? To answer these questions, two hypotheses were adopted that were tested using the Chi-Square test and the correlation analysis of the data collected through a questionnaire for the answers of the subjects, and the five-point Likert scale was used in all measures.

The research found that there is a consensual relationship between the components of internal marketing according to the answers of the respondents, strong positive moral bonds between these components, and the need to provide government material and technical support to the researched organizations and stimulate the private sector in order to improve educational services.