واقع ممارسات التسويق الداخلي في الكليات الأهلية بمنطقة القصيم : بحث تطبيقي على أعضاء هيئة التدريس في الكليات الأهلية بمنطقة القصيم

Abstract EN

The aim of this research is to assess internal marketing practices in the private colleges operating in the Qassim region in Saudi Arabia by gathering the views of the faculty members working in these colleges.

A descriptive analytical method was used to investigate the nature of the relationship between the variables of the research.

Data was collected through a questionnaire designed specifically for this research.

The questionnaire was distributed electronically to faculty members working in private colleges.

The results of the research show that the most important variable is the level of application of the internal marketing components (training and development, work teams, clarity of roles, rewards and incentives, work environment and marketing information).

Thus, the author recommends that there's a need to pay attention to the application of internal marketing in the private colleges in the area of Qassim because of its importance to increase faculty members' satisfaction.

In addition to that internal marketing is a prerequisite for the quality of educational service and it contributes to these colleges competitive advantage.