The Application Of The Gronroos Model In Evaluating The Reality Of Internal Marketing As A Tool For Achieving Customer Interaction At Algeria Telecom Corporation Bordj Bou Arreridj

Abstract

The aim of this research is to investigate the opinions and attitudes of employees
and executives of the Algeria Telecommunications Company in BordjBouArreridj
regarding the extent of the implementation of internal marketing activities within
the organization. The study relies on one of the well-known models in this regard,
namely the Gronroos model. This model consists of five basic dimensions: Prelaunch information regarding marketing campaigns, supportive recruitment
practices, training, participative management, and employee discretion.To achieve
the research objectives, a questionnaire comprising 22 items was designed and
distributed to employees and executives of the operational directorate of Algeria
Telecommunications in in BordjBouArreridj, in addition to two commercial
agencies in the same province. After analyzing the questionnaire using SPSS, the
most important resultsrevealed a general inclination of the research sample
towards the dimensions of Pre-launch information regarding marketing campaigns
and training with a high level of agreement. In addition, the findings demonstrated
moderate agreement towards supportive recruitment practices and employee
discretion. However, participative management showed a low level of
agreement.