The relationship between internal marketing and Organizational civic virtue An applied study on Egyptian commercial banks | ||||
| المجلة العلمية للبحوث التجارية (جامعة المنوفية) | ||||
| Article 24, Volume 54, Issue 3, July 2024, Page 55-80 PDF (805.31 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/sjsc.2023.204340.1269 | ||||
 View on SCiNiTO | ||||
| Author | ||||
اريج ممدوح جللال فهمى 
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| كلية التجارة جامعة المنوفية | ||||
| Abstract | ||||
| Political behavior at work is often disparaged as self-serving activity that supports the efficient pursuit of organizational goals. Yet politics has a more benign meaning as well: responsible participation in decision-making processes, keeping informed, and promoting innovative ideas that serve long-term organizational objectives, which is called civic virtue. It is also called sincerity of citizenship, which is the general concern and commitment of the organization as a whole and the willingness of individuals to actively participate in matters related to the organization and to control the opportunities and challenges that exist in the environment around the organization. Internal marketing (IM) is considered a sustainable management philosophy using a marketing-like approach to motivate employees and achieve organization objectives such as increasing employee retention, This paper aims to investigate the relationship between internal marketing and civic virtue in Egyptian commercial banks. The data collection instrument for this study was a questionnaire, which was distributed among the governorates in the middle of the delta (dakahliya "Mansoura" - Gharbiya "Tanta" - menofia "shebin el-koum" - kafr elsheikh "kafr elsheikh"), 336 forms were distributed, (320) of them were received, the statements that could be analyzed were (3 The paper found that internal marketing has a positive impact on the civic virtue of Egyptian commercial banks. Based on the study results, the researcher recommends that the managers and decision makers of the Egyptian commercial banks enhance their internal market research and segmentation, training programs, role fit and clarity, career advancement for all employees, financial rewards, internal | ||||
| Keywords | ||||
| Internal marketing; civic virtue; Egyptian commercial banks | ||||
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