أثر التسويق الداخلي في الإبداع الخدمي من وجهة نظر موظفي القطاع الخاص في العراق

Abstract EN

This study aimed to reveal the impact of internal marketing on service innovation from the point of view of private sector employees in Iraq, and the study relied on the descriptive analytical approach, in order to suit the achievement of the objectives of the study, the sample of the study consisted of (400) employees from commercial banks In order to achieve the objectives of the study, the study relied on the use of questionnaire in data collection, where the results showed that the level of internal marketing within the organizations came in a high degree in all areas, most notably the interaction between the public and consumers, and the level of service innovation within the region.

The results indicated that there is a statistically significant effect of internal marketing in the process of service innovation within organizations