أثر تطبيق التسويق الداخلي في الرضا الوظيفي لموظفي المبيعات في مجموعة الاتصالات الأردنية

This study aims to identify the impact of the implementation of internal marketing in the job satisfaction of sales personnel in the Jordan Telecom Group. It also aims to identify and measure the impact of the components of internal marketing: the recruitment, development, and internal communications, incentives, and to know the impact of a number of demographic factors (gender, age, experience and education) in the relationship between internal marketing and job satisfaction. To achieve these goals, a questionnaire was designed and developed to identify the primary data collection with regard to the variables mentioned above. Due to the small population of the study (230 sales staff), questionnaire was distributed to all members of the population study. A total of 211 questionnaire were returned, among to 91.74%. 14 were excluded for the lack of conformity with the requirements of the response. 197 questionnaires have been approved (85.65%) out of the total distributed. The study concluded the existence of an impact of internal marketing on job satisfaction variables, in particular incentives. It was also found that demographic factors such as age, years of experience, and level of education had an impact on the relationship between independent variables and job satisfaction, while the variable of sex did not have any impact on this relationship. Also, it was found that incentives were the most influential factor in job satisfaction. The study recommended to give more attention to the moral and material incentives, and it presented some recommendations on the need of applying internal marketing from a marketing perspective. This should be a joint effort by the human resources and the marketing department. an‎d greater care should be given to the internal communication policies of the Group and to activate contact between sales employees and the marketing department. It was recommended studying the real causes of job insecurity among sales employees. Finally, the study emphasized the interest in demographic factors such as age, years of experience, and level of education, which have an impact on the sales staff and their satisfaction with the work KEYWORDS: Internal marketing, Job satisfaction, Development, Internal recruitment, Incentives, Communications.