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أثر تطبيق التسويق الداخلي في الالتزام التنظيمي للعاملين في شركة MTN Yemen
Other Title(s)
Impact of applying internal marketing on workers’ organizational commitment at MTN Yemen
Joint Authors
إسكندر، رجاء غالب
الزهاري، عمار ثابت
Source
Issue
Vol. 24, Issue 4 (31 Dec. 2018), pp.89-118, 30 p.
Publisher
University of Science and Technology
Publication Date
2018-12-31
Country of Publication
Yemen
No. of Pages
30
Main Subjects
Abstract EN
This study aimed to investigate the impact of internal marketing (all its dimensions of training, empowerment, motivation, teamwork, internal communication, administrative support and marketing information) on the organizational commitment of workers at MTN Yemen.
The focus was on these types of organizational commitment: emotional, normative and continuity.
The study adopted the descriptive method, and used a questionnaire to collect data.
The population consisted of 250 employees who represent all administrative staff in the middle and executive management levels in the main office of the company in the capital city of Sana'a.
A simple random sample of (152) participants was selected.
152 questionnaires were distributed but only 107 were returned.
The study results revealed that there is a positive effect of applying internal marketing with all its dimensions on the organizational commitment of the company workers.
The level of applying the internal marketing practice by the administrative leaders of the company is high, and the level of the organizational commitment of the employees of the company and its various types is also high.
The study recommended that more attention should be given to the dimensions of internal marketing by the administrative leaders in the company.
They are also recommended to implement policies and programs more effectively, as this would lead to more improvement in the organizational commitment by the employees.
American Psychological Association (APA)
إسكندر، رجاء غالب والزهاري، عمار ثابت. 2018. أثر تطبيق التسويق الداخلي في الالتزام التنظيمي للعاملين في شركة MTN Yemen. مجلة الدراسات الاجتماعية،مج. 24، ع. 4، ص ص. 89-118.
https://search.emarefa.net/detail/BIM-900742
Modern Language Association (MLA)
إسكندر، رجاء غالب والزهاري، عمار ثابت. أثر تطبيق التسويق الداخلي في الالتزام التنظيمي للعاملين في شركة MTN Yemen. مجلة الدراسات الاجتماعية مج. 24، ع. 4 (كانون الأول 2018)، ص ص. 89-118.
https://search.emarefa.net/detail/BIM-900742
American Medical Association (AMA)
إسكندر، رجاء غالب والزهاري، عمار ثابت. أثر تطبيق التسويق الداخلي في الالتزام التنظيمي للعاملين في شركة MTN Yemen. مجلة الدراسات الاجتماعية. 2018. مج. 24، ع. 4، ص ص. 89-118.
https://search.emarefa.net/detail/BIM-900742
Data Type
Journal Articles
Language
Arabic
Notes
يتضمن مراجع ببليوجرافية : ص. 115-118
Record ID
BIM-900742