أثر ممارسات التسويق الداخلي على رضاء العاملين : (دراسة حالة بنك أبوظبي الإسلامي-الإمارات-فرع مدينة العين)‎

Abstract EN

The study aimed to test the impact of internal marketing practices on employee satisfaction, a case study of Abu Dhabi Islamic Bank, Al-Ain Branch.

The internal marketing practices include "empowerment, training programs, incentives and rewards, and internal communication”.

The practices of internal marketing was tested depending on previous studies, where a sample of 100 questionnaires were distributed to the employees of Abu Dhabi Islamic Bank, of which 85 retrieved questionnaires were found valid for statistical analysis.

In order to test the study hypotheses and to achieve its goal the Statistical Package for Social Science Program (SPSS) was used.

The study main results indicated the existence of a statistically significant effect of the practices of empowerment, training programs, internal communication, and the practice of incentives and rewards on employee satisfaction at Islamic banks.

The researcher recommends the need to achieve high levels of job satisfaction among members of the organization through the exercise of appropriate leadership, where they should also influence the emotional commitment to improve the employee’s sense of job satisfaction.