تأثير عناصر البيئة التسويقية الداخلية على ولاء العملاء (دراسة ميدانية في شركات ومستودعات الأدوية في الساحل السوري)

Abstract

     The research aimed to explore the impact of elements of the internal marketing environment on the loyalty of customers in pharmaceutical companies and warehouses in the Syrian coast, five elements of the internal marketing environmen t were dealt with: human resources-financial and technological resources-organizational culture-research and development-internal systems and policies.    The researcher adopted the descriptive analytical approach to the description of the study variables, the questionnaire was used as a tool for collecting initial data, as 430 questionnaires were distributed, 415 of which was recovered, it was valid for analysis 399,  the hypotheses and statistical analysis were tested using the SPSS-23 program.     The research found a significant impact to the dimensions of the internal marketing environment in the loyalty of customers in pharmaceutical companies and warehouses in the Syrian coast, the results showed an increase in the level of availability of elements of the internal marketing environment in the studied environment. The study provided a set of recommendations related to enhancing employee skills and encouraging them to provide innovative solutions, in addition to focusing on the customer and creating an integrated system for total quality management.