Internal marketing and its impact on promoting marketing superiority An analytical study of the opinions of a sample of workers in the government public sector in Najaf Governorate

Abstract

The current study aims to test the relationship of the effect of internal marketing in promoting marketing superiority by analyzing the opinions of a sample of workers in some branches of government banks in Al-Najaf Governorate, The research stems from a problem represented in the existence of a weakness in marketing superiority due to the weak adoption of internal marketing in banks, the field of study.

To address the problem of the study, the necessary information was collected by adopting the study scale (questionnaire form), Then the data were classified and analyzed using the approved statistical methods, and the questionnaire data were analyzed using the statistical analysis program, ( SPSS v.23 ) (SMART PLS) (MICROSOFT EXCEL ), The descriptive analytical approach was adopted to address the problem, and the study sample consisted of (150) employees of government bank branches in Najaf Governorate. The study reached conclusions, the most important of which is the existence of a positive relationship and significant impact of internal marketing on marketing superiority in the banks surveyed . The study ended with a set of recommendations, the most important of which is the need for the surveyed banks to adopt the concept of marketing excellence by banks and consider it as part of their culture.