The impact of internal marketing on organizational creativity An applied study on the Saudi Telecom Company (STC).

Authors

Basem Qaid Aِl-Ariki, Abdulalem Mohammed Mohammed, Abdulalem Mohammed Mohammed

 

Abstract

In a competitive business environment, service firms must focus their marketing efforts on client needs and wants and the needs and desires of their staff. It is commonly argued that there are links between internal marketing efforts, employee behavior, and organization performance. Therefore, it is important to manage and improve internal marketing efforts to achieve organizational objectives. Based on this view, the aim of the research is to know the impact of internal marketing through its dimensions (selection of workers, training of workers, motivating workers, empowering workers, and internal communications), on organizational creativity in the Saudi Telecom Company from the point of view of workers. An easy sample was used using the electronic questionnaire with a number of (376) employees of the Saudi Telecom Company, and using descriptive statistical methods such as arithmetic mean, standard deviation, and inferential statistics methods such as simple linear regression. Internal on organizational creativity in descending order from the most influential to the least influential, respectively: (employment empowerment, internal communication, training of employees, motivating employees, selecting employees). The Saudi Telecom Company also applies the dimensions of internal marketing in descending order according to the workers’ viewpoint as follows: (selection and appointment, motivation, internal communications, training, empowering workers). The study recommended promoting employee empowerment, internal communications, training and motivation for employees because of their active role in achieving organizational creativity.

DOI: 10.51958/AAUJBL2022V6I2P6