اثر ممارسات التسويق الداخلي في تعزيز ولاء الزبون-دراسة تطبيقية في عينة من المصارف الاهلية في محافظة بغداد

Abstract

-Purpose:Todeterminetheeffectofinternal marketingpracticesoncustomerloyalty. - Input /methodology: It was selectionofadoublesampleofdirectors ofbanksandtheircustomers, andusingaquestionnairedesignedin the light ofpreviousstudies, the formulation ofscaleand tested in thelightofasetofstatisticalmethods. - Results: Thepresence ofa significant effectof internalmarketingandcustomerloyalty.- Originality /value: The value ofcurrent researchintheoretical frameworksof the concept ofinternalmarketing, and thenclarifythecognitivefoundationsofcustomerloyalty- Keyword: internal marketingpractices, andcustomerloyalty