تأثير أبعاد التسويق الداخلي على راحة الموظفين وأدائهم بالتطبيق على البنوك المحلية في جازان

Abstract

This study aims to identify the effect of internal marketing dimensions (recruitment, internal interaction, training, incentives and rewards) on employee comfort and its impact on improving the performance of employees in local banks in Jazan city, Saudi Arabia. To achieve this, a questionnaire was designed and distributed to an appropriate sample of 200 employees of local banks operating in the Jazan region such as Al Rajhi Bank, National Commercial Bank, Riyad Bank, Bank Albilad to give an equal opportunity for all members of society the to respond. In order to test and analyze correlation between study variables, a set of statistical tools such as the value of chi2, regression analysis and independent variable effect testing (internal marketing dimensions) were used for both the moderator variable (employee's comfort) and the dependent variable (employee performance) The results showed the acceptance of the main hypothesis that there is a statistically significant positive effect between the internal marketing dimensions and the employee's comfort in the banks. The results also indicated that most of the four sub- hypotheses were accepted with a statistically significant positive effect of the individual variables on the comfort of employees in the banking sector. The results also indicated the acceptance of the second main hypothesis that there is a statistically significant positive relation between the employee's confort in local banks in Jazan and their Performance. Based on these findings, a number of recommendations have been proposed for the banking sector and for future marketing studies