مجلة دفاتر اقتصادية
Volume 14, Numéro 1, Pages 35-52
2023-05-20
Internal Marketing As An Entrance To Building Quality Of Services (study The Mobile Phone Market In Algeria)
Authors : Boudaoud Hamida . Bouziane Hacene . Boulekroune Radia .
Abstract
Abstract: This study deals with the issue of service quality linked to internal marketing. therefore we tried to provide a theoretical framework that determines and defines the various concepts related to these two terms Hence, we focused on clarifying the relationship between service quality and internal marketing shedding light on the mobile phone market, and its importance in gaining a competitive advantage and toknow the extent of adapting the market for the concept of internal marketing and increased demand for its services. To achieve this aim, a questionnaire was designed and developed to collect the data needed for analysis, and it was distributed to (300) employees in the institutions under study in equal shares, and the statistical packages for social sciences program was used to analyze the study data. The study found the importance of adopting the concept of internal marketing and its reflection on the quality of services provided. The study also recommended the necessity of paying attention to this concept and applying it accurately to obtain the best results.
Keywords
Keywords: internal marketing, service quality, mobile phone market
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