التسويق الداخلي كمدخل لتحسين الأداء السياقي بالمنظمات العامة : دراسة ميدانية على الشركة المصرية للاتصالات

Abstract EN

The human resources play an important and pivotal role in the success of contemporary organizations, as it is seen as a driving force for the implementation of the organization's activities and the creative spirit that would achieve its goals.

In order to achieve human resources the organizational goals and empower them functionally, and work through contextual performance behaviors, public organizations represented by their top management generally and human resource management particularly have adopted a modern concept that is one of the approaches between the field of public administration and business administration, which is the concept of internal marketing Which represents a comprehensive philosophy concerned with providing a suitable work environment for human resources and considering them as internal clients of the organizations.

Therefore, the research aimed to identify the relationship between the internal marketing practices of Telecom Egypt and the reflection of these practices on contextual performance.

To achieve research goals, a random sample of (380) of employees in Telecom Egypt has been taken questionnaires were distributed randomly in electronic and paper form.

The study found that there was a significant indication of internal marketing practices, which was reflected in the contextual performance of employees in Telecom Egypt.

The study concluded with a set of suggested recommendations in the form of an action plan to support internal marketing practices to enhance contextual performance.