The Impact of Internal Marketing on the Quality of Services in the Saudi Telecom Sector: A Case Study on the Saudi Telecom Company (STC)

Abstract

The study aimed to clarify the impact of adopting internal marketing dimensions on the quality of services in STC. The study dealt with five dimensions of internal marketing represented in (employment, empowerment, training, rewards and incentives, intercommunication), and five service quality dimensions represented in (tangibility, reliability, response, safety, empathy). In order to achieve the goals of the study, the researchers used descriptive analysis methods. The study population included all Saudi Telecom Company (STC) employees in Riyadh. Data is collected via a questionnaire, and the results are evaluated using the Statistical Packages Program (SPSS). .
The study reached several conclusions, the most important of which are the following: The arithmetic average of internal marketing variables is generally high. The study also found a statistically significant impact of (employment, training, rewards, incentives and internal communication) on STC’s services quality. Finally, the research determined that empowerment had no statistically significant effect on STC’s quality of service.
The study made some recommendations, such as promoting the culture of internal marketing with its programs and policies and underlining its importance to employees.
In addition to the need to focus on the internal marketing dimensions, in particular recruitment, training and motivation to ensure the provision of the best services.