The impact of internal marketing practices on customer relationship management in Algerian small and medium-sized enterprises: An analytical survey study of some enterprises in the Setif State-Algeria
Keywords:
Customer value, customer satisfaction, customer knowledge, internal marketing mixAbstract
The study aimed to find out the extent of the impact of internal marketing practices on customer relationship management, and this study was based on a set of tools including books, studies and previous research, as well as a field study that included the design and distribution of a form with the aim of collecting data from small and medium enterprises workers, of the state of Setif, The study has reached a set of results, the most important of which is that there is a relationship between the level of adoption of internal marketing practices and customer relationship management in the institutions, as well as the internal marketing practices affect ingesting the customer' knowledge, customer value, customer satisfaction and loyalty, In this way, combined internal marketing practices affect the customer relationship management.
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