أثر ممارسات التسويق الداخلي في تحسين جودة الخدمة المصرفية: دراسة حالة بنك الفلاحة والتنمية الريفية المسيلة

Abstract EN

The main objective of this study is the highlight the impact of the internal marketing application on improving the quality of banking service in the agricultural and rural development bank, from the point of view of the employees of a sample of the staff of the bank under study in the state of Msila.

the results of the study indicated that internal marketing has an impact on improving the quality of banking service, where we found that after only internal communication that affects the improvement of the quality of banking service, the other dimensions of selection, training, motivation and empowerment have little effect, whose effect can not be statistically determined therefore, one of the recommended was the need to pay attention to the application of internal marketing through the good planning of training programs and the policy of selection and motivation with the need to empower staff.