مجلة افاق علوم الادارة والاقتصاد

Evaluating Employees’ Perceptions Of Internal Marketing Practices: A Case Study Of The Agricultural And Rural Development Bank (badr) In Adrar

Auteurs : Kaloune Djilali . Mimouni Belkacem .

Résumé

Abstract: This study aims to evaluate employees’ perceptions of internal marketing practices at the Agricultural and Rural Development Bank (Adrar) in the wilaya of Adrar. A quantitative method was adopted, and data were collected through a structured questionnaire. Descriptive statistics were used to analyse employees’ opinions, and a one-way ANOVA was performed to examine differences in means. The findings indicate that employees showed a satisfactory level of agreement with the bank’s internal marketing practices. Furthermore, the employees’ perceptions regarding the implementation of internal marketing within the bank did not differ significantly across socio-demographic groups.

Mots clés

internal marketing ; employees’ perceptions ; socio-demographic profile ; ANOVA ; BADR