دور التسويق الداخلي في تحقيق الإلتزام التنظيمي

Abstract

The aim of this study was to identify the role of internal marketing in the Grozli dairy factory in Oued El Athmania – Mila, as well as organizational commitment. The study adopted a descriptive-analytical methodology and used a questionnaire as a study tool, which was used by about 100 employees and the study sample was 40, and 33 questionnaires were retrieved from the sample. The results showed that there is no statistically significant correlation between internal marketing (training, motivation, empowerment, organizational culture) and organizational commitment. The study recommended the necessity of working on enhancing incentive systems in the institution and adopting them through effective training programs, increasing employee involvement in decision-making, and promoting both formal and informal internal communication as it has an impact on raising and enhancing their organizational commitment.