The effect of internal marketing dimensions in organizational culture change case study : Algeria Telecom -Biskra

Abstract EN

This study aimed to investigated the effect of internal marketing in its dimensions (training, motivation, internal communication, customer orientation, andThis study aimed to investigated the effect of internal marketing dimensions (training, motivation, internal communication, customer orientation, and administrative support) in changing the organizational culture (changing of the bureaucratic culture, support creative culture, and support individual culture) at Algeria Telecom -Biskra- as a case study.

For this purpose, we used a questionnaire which distributed to (52) employees as convenience sample, and we analysed the data through SPSS (18.

0) program to determine the interactions between the various factors.

The results of study confirms that motivation and internal communication as dimensions of internal marketing have a positive effect in changing organizational culture at Algeria Telecom -Biskra-.

But, the other remained dimensions of internal marketing have not significant effect in changing organizational culture, the explanations and recommendations were also proposed.