The evaluation of internal marketing practices in brokerage firms (A Field study in all brokerage firms in Damascus)


Abstract in English

This paper aims to evaluate internal marketing practices (the service culture, the internal training and disseminate the marketing information to employees) in all brokerage firms in Damascus. The research adopted quantitative approach and positivism philosophy besides deductive approach as scientific methodology for the research. The research population included employees working in all brokerage firms, (95) questionnaires were distributed to the workers in brokerage firms, (80) questionnaires were responded, the response rate was (84.21%). By using appropriate statistical methods, the study reached the following results: 1. There is service culture within brokerage firms working in Damascus. 2. There is no internal marketing within brokerage firms working in Damascus. 3. All brokerage firms in Damascus disseminated the marketing information to employees. 4.There were no statistically significant differences between the averages of employees’ evaluation of internal training in brokerage firms according to the number of experience years, while there were statistically significant differences between the averages of employees’ evaluation of service culture and disseminate the marketing information to employees in brokerage firms according to the number of experience years.

References used

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AHMED, P; Rafiq, M; SAAD, N. Internal marketing and the mediating role of organizational competencies. European Journal of Marketing, 3(7), (2003), 47-65

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