INTERNAL MARKETING AS A NEW APPROACH TO CONTEMPORARY HUMAN RESOURCE MANAGEMENT: AN APPLIED STUDY ON ITS USE IN THE SERVICE SECTOR IN ALGERIA
Mourad Kouihal
E-mail: mourad.kouihal18@gmail.com
Adjunct Professor at the Department of Commercial Sciences Mohamed Seddik Ben Yahia University
Jijel, Algeria
https://orcid.org/0009-0007-9257-2813
Sourour Lamara
E-mail:sourour.lamara@univ-jijel.dz
Lecturer B at the Department of Management Sciences Mohamed Seddik Ben Yahia University
Jijel, Algeria
https://orcid.org/0009-0001-6778-4394
Abstract: This research focused on internal marketing as a modern approach in human resource management while analyzing its functional relationship with human resource management. The integration of these two concepts leads to improvements in organizational performance and better talent attraction.
The study intended to analyze how internal marketing practices are actually implemented in Algeria's service sector through its main components including employee selection and training together with motivation and delegation of authority and dissemination of marketing information.
The study created a questionnaire which was randomly sent to 70 service sector employees to gather information. The Statistical Package for the Social Sciences (SPSS) analyzed the data to test the main and sub-hypotheses of the research.
The study found that Algerian service institutions implement internal marketing at a high level but training stands out as the most essential internal marketing practice based on responses. The results demonstrated that Algerian service institutions do not prioritize the delegation of authority to a significant degree.
Keywords: Employee Selection; Training; Motivation; Delegation of Authority; Dissemination of Marketing Information.
JEL classification: M51, M53, M54, M12, M31.
Downloads
References
Candrika, P. (2018). Impact of internal marketing on human resource management: A study. Journal of Business and Management, 6.
Chhy, S. (n.d.). The impact of training and development on employee performance – A case study of selected private secondary schools in Phnom Penh, Cambodia. Global Journal of Human Resource Management, 7(3).
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control (7th ed.). Englewood Cliffs, NJ: Prentice Hall.
Osablya, B. J. (n.d.). The effect of employees’ motivation on organizational performance. Journal of Public Administration and Policy Research, 7(4).
Rafiq, M. &. (1993). The importance of word of mouth communication on health care marketing and its influence on consumers intention to use healthcare. International Journal of Health Management and Tourism, 3(1).
Rafiq, M. &. (2000). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management(9). doi:https://doi.org/10.1362/026725700785045914
Taber, K. S. (2017). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 10.
Zwardon-Kuchciak, O. &.-G. (2020). Personnel selection methods and the employees labour market. Scientific Quarterly Organization and Management, 1(49).
This work is licensed under a Creative Commons Attribution 4.0 International License.
_(1).png){kind=small}
.svg_1.jpg){kind=small}
.png)
