The Role of Internal Marketing in Job Satisfaction of Employees in the National Bank of Egypt

المصدر:	مجلة البحوث المالية والتجارية
الناشر:	جامعة بورسعيد - كلية التجارة
المؤلف الرئيسي:	Gad, Khalid A. (Author)
المجلد/العدد:	ع2
محكمة:	نعم
الدولة:	مصر
التاريخ الميلادي:	2011
الشهر:	ديسمبر
الصفحات:	493 - 509
ISSN:	2090-5327
رقم MD:	663345
نوع المحتوى:	بحوث ومقالات
قواعد المعلومات:	EcoLink
مواضيع:	التسويق الداخلي \| العاملون \| الرضا الوظيفي \| البنك الأهلي المصري
رابط المحتوى:	PDF (صورة) PDF (نص) HTML

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المستخلص:	The concept of ‘internal marketing’ has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. The purpose of this paper is to examine the impact of internal marketing on job satisfaction of the employees of the National Bank of Egypt The independent variables are internal marketing factors which are represented by training and development, organizational support, incentives and motivation, and retention policy. The dependent variable is represented by job satisfaction. A structured questionnaire has been developed and was distributed to a sample of 300 bankers representing all the employees in the National bank of Egypt A total of 119 Employees have responded and returned the completed questionnaire. This study used the multiple regression analysis to show the impact of internal marketing on job satisfaction The research findings showed that internal marketing (training and development, organizational support, incentives and motivation, and retention policy) had a positive effect on the National bank of Egypt employees’ job satisfaction. This research will make a positive contribution in the direction of internal marketing factors and its impact on bankers' job satisfaction in Egypt.
وصف العنصر:	النص باللغة الإنجليزية
ISSN:	2090-5327