أثر التسويق الداخلي في تحقيق التميز التنظيمي في المؤسسات الصغيرة و المتوسطة بمحافظة شقراء-المملكة العربية السعودية

Abstract EN

The aim of this study is to investigate the influence of internal marketing dimensions on organizational excellence in SMEs in Shaqra governance, Kingdom of Saudi Arabia.

The researcher used descriptive analytical methods to answer the study questions, and used a questionnaire for collecting quantitative data from the study sample that consisted of 289 managers.

The study findings showed that there was a significant effect of internal marketing dimensions (i.

e.

, Employees' training, Employees' motivation, and employees' empowerment) on organizational excellence in SMEs.

Based on the multiple regression analysis applied in the study, results also showed that all dimensions of internal marketing had a significant influence on organizational excellence in SMEs.

It also found that Employees' training had a greater influence on organizational excellence then other dimensions.

However, the results show that there is no significant influence of the two dimensions of internal marketing (i.

e.

, Employees' Selection and internal communication) on organizational excellence.

Based on the results, the study concluded that decision makers in SMEs should focus on internal marketing dimensions in SMEs to achieve organizational excellence.

In light of the findings, the researcher presented a set of recommendations to the stakeholder.