التسويق الداخلي و أثره على الرضا الوظيفي بالتطبيق على مؤسسات القطاع العام بالسودان

Abstract EN

The study aimed to demonstrate the impact of internal marketing with its dimensions (administrative support, training, physical environment, incentives, rewards, salaries, team spirit) as an independent variable in achieving job satisfaction as measured by indicators (absence, work turnover, work-relatedness and happiness) as a dependent variable.

The researcher relied on secondary sources in the study that specialized in this field, which are represented in books, previous studies and websites, and a questionnaire was built as primary sources for collecting research data.

The researcher used the descriptive analytical method to test the study hypotheses.

The results of the study showed the application of internal marketing with its dimensions mentioned in the study, and proved job satisfaction for workers in state institutions.

The study also showed the existence of a relationship between internal marketing and job satisfaction according to the study model.

The researcher recommended making more effort to raise the level of application of internal marketing dimensions in the study model to increase job satisfaction and ensure performance excellence.