The mediating role of employee job satisfaction in the relationship between internal marketing and customer satisfaction in telecommunication sector : a case study of Sudani telecom company(2011 – 2020)‎

Abstract EN

The main objective of this research is to illuminate the effect of Internal Marketing on Sudani Customers Satisfaction, and to investigate how does Employee Job Satisfaction can play as a mediator in this relation.

The problem in this study is that most of Sudani company customers are feeling unsatisfied with the services provided by the company, some customers are suffering from the quality of service, some are complaining about service high cost and others are suffering from poor response to their complaints.

This customers dissatisfaction might be attributed to the absence or improper application of Internal Marketing strategy in Sudani company.

The study adopted four main hypotheses:H1: There is a statistically significant relationship between internal marketing and employee job satisfaction in Sudani company.

H2: There is a statistically significant relationship between internal marketing and customer satisfaction, in Sudani company.

H3: There is a statistically significant relationship between employee job satisfaction and customer satisfaction, in Sudani company.

H4: Employee job satisfaction mediates the relationship between internal marketing and customer satisfaction, in Sudani company.

This study adopted the descriptive analytical approach, in addition the historical approach.

The results of this study found that, internal marketing has a positive significant effect on employee job satisfaction and customer satisfaction in Sudani company.

The Study also found that employee job satisfaction has appositive significant effect on customer satisfaction, in Sudani Company.

On the other hand, partially mediating role of employee job satisfaction has been determined for the relationship between Internal Marketing and Customer Satisfaction in Sudani Company.