The effect of internal marketing practices in enhancing customer loyalty - an applied study in a sample of private banks in Baghdad Governorate

Abstract

-Purpose :To determine the effect of internal marketing practice son customer loyalty.
- Input /methodology: It was selection of a double sample of directors
of banks and their customers, and using a question Nair designed in the light
of previous studies, the formulation of scale and tested in
the light of a set of statistical methods.
- Results: The presence of a significant effect of
internal marketing and customer loyalty.
- Originality /value: The value of current research in theoretical frameworks of the
concept of internal marketing, and
then clarify the cognitive foundations of customer loyalty
- Keyword: internal marketing practices, and customer loyalty