دور ممارسات التسويق الداخلي في سلوك المواطنة التنظيمية "دراســة ميدانية في جامعة اللاذقية"

Abstract

The research aimed to study the relationship between Internal Marketing Practices (Clarity of Job Roles, Teamwork, Internal Communication, Internal Training, Motivation/Incentives, Empowerment) and Organizational Citizenship Behavior (OCB) with its dimensions (Altruism, Courtesy, Sportsmanship, Conscientiousness, Civic Virtue), from the perspective of the administrative staff at Lattakia University (Latakia University). The research adopted the descriptive analytical approach. The study population included all administrative staff members at Lattakia University, totaling (3514) employees (male and female). The research sample was a simple random sample of (346) employees (male and female) to whom the questionnaire was distributed. A total of (305) complete and valid questionnaires were returned for statistical analysis, with a response rate of (88.15%).

The research results showed that the overall level of internal marketing practices at Lattakia University was moderate and acceptable; the "Teamwork" dimension was the most applied. In contrast, the dimensions of "Motivation/Incentives," "Training," and "Empowerment" recorded the lowest means, indicating a need for development. Furthermore, the overall level of OCB was moderate to high, led by the dimensions of "Courtesy" and "Conscientiousness," while "Altruism" recorded the lowest rating. The results also showed a strong and statistically significant relationship between internal marketing practices and all dimensions of OCB. The "Teamwork" dimension was consistently the strongest predictor in promoting all OCB behaviors, followed by "Clarity of Job Roles," whereas the impact of the "Motivation/Incentives" dimension was relatively the weakest in predicting all OCB behaviors.