انعكاسات ممارسات التسويق الداخلي في تحقيق الميزة التنافسية في مؤسسات الاتصالات الجزائرية"

Abstract

Effect of Internal Marketing Practices in achieving the competitive advantage by in the Algerian telecommunications institutions This study aimed at investigating the effect of the internal marketing practices, namely the “employment, empowerment, training programs, motivation, internal communication, organizational support, integration and internal coordination” in achieving the competitive advantage by in the Algerian telecommunications institutions. This study is based on the descriptive, analytical, and fieldwork approach. A questionnaire was conducted for the purpose of collecting primary data from the study sample; employees of the Algerian telecommunications institutions. The statistical package for social sciences (SPSS) was used as means for analyzing the questionnaire data. The study showed that the internal marketing practices “empowerment ,training programs, internal communication, integration and internal coordination” have a statistically significant influence in achieving the competitive advantage by in the Algerian telecommunications institutions. On the other hand, there is no significant influence of the “employment, motivation, organizational support” by in the Algerian telecommunications institutions. Also, the results showed that there are no significance statistical differences to the variables: the independent and the dependent. Key words: Internal Marketing practices : employment, empowerment, training programs, motivation, internal communication, organizational support, integration and internal coordination:, competitive advantage, Algerian telecommunications institutions