دراسة علاقة التسويق الداخلي بالعميل و الميزة التنافسية : حالة بنوك عمومية محلية لولاية مستغانم

Abstract EN

The aim of this study is to identify the relationship between internal marketing and customer and competitive advantage.

The study was conducted on the Algerian public banking sector, specifically at the level of four banks located in the Wilaya of Mostaganem (BNA, BADR, BDL, CPA) during the period from December 2018 to April 2019.

The study relied on free interviews with employees and some officials, as well as on the records and documents obtained from the administration, and on the questionnaire so that 100 questionnaires were distributed to the employees of these banks mentioned above.

The findings show that that there is a relationship and impact between the principles of internal marketing, the performance and quality of the services provided.

Therefore there is an impact on achieving employee satisfaction.