Influence of Internal Marketing on Job Satisfaction A Field Study at the Directorate of Education in Hama Governorate

Abstract

This study aimed to examine the impact of internal marketing practices on job satisfaction among administrative employees at the Directorate of Education in Hama Governorate. The study adopted a descriptive analytical approach and used a questionnaire as the main data collection tool, applied to a sample of 175 employees from a population of 317. Internal marketing was treated as the independent variable through its dimensions (employee selection, training, motivation, empowerment, and internal communication), while job satisfaction represented the dependent variable. Data were analyzed using SPSS through descriptive statistics and simple linear regression.

The results revealed a statistically significant positive effect of internal marketing on job satisfaction, as well as significant effects of its dimensions in enhancing job satisfaction. Based on these findings, the study recommends strengthening internal marketing practices, improving training and incentive systems, and enhancing internal communication to increase employees’ job satisfaction