The Impact of Internal Marketing on Internal Service Quality. A Case Study in an Egyptian Pharmaceutical Company

      Аннотация: This study aims to investigating the impact of Internal Marketing (IM) on Internal Service Quality (ISQ) in Egyptian Pharmaceutical Company. To accomplish the study objectives a questionnaire has been developed to measure the variables that may have a direct influence on the internal service quality. 120 questionnaires were distributed over a sample of the Egyptian Pharmaceutical Company employees. One hundred questionnaires were collected with 83% responses form company employees. This book including 12 hypotheses sought to evaluate the effect of internal marketing (IM) on the internal service quality (ISQ) of Egyptian Pharmaceutical Company. The results of the research hypotheses and analyses performed using simple regression model indicate that the internal marketing (IM) and all its dimensions (Communication, Goal Alignment, Rewards and Recognition, Training, Management Support, Policies and Procedures, Loyalty, Job Satisfaction, Employees Performance, Healthy Work Environment, and Selection and Recruitment) are effective on the internal service quality (ISQ) of the Egyptian Pharmaceutical Company and this relationship is significant and direct.

Ключевые слова: marketing, Internal Marketing, internal service quality, market share