The Impact of Internal Marketing on Enhancing the Corporate Image of Service Institutions from Employees’ Perspectives: A Field Study of Private Residential Care Facilities in Misrata City

Abstract

The study aimed to highlight the impact of internal marketing on improving the mental image of service institutions from the perspective of employees in private residential clinics in the city of Misrata. This study relied on the descriptive analytical approach, using a questionnaire to collect data, followed by analysis and hypothesis testing. A sample of employees from some private residential clinics was selected, including workers from the following clinics

selected, including workers from the following clinics: (Tibarak, Al-Hikma, Al-Hilal Medical, Al-Saeed, Al-Bunun). A total of 128 questionnaires were obtained, and the data was analyzed using SPSS, with hypothesis testing conducted using Smart PLS3.

The study found that certain dimensions of internal marketing (recruitment, motivation, and internal communication) have a significant impact on improving the mental image, which aligns with some previous studies. However, no significant impact was found for the dimensions of (training and empowerment) on the mental image, which also aligns with some existing research.

The study provided several recommendations, including: paying attention to the elements of internal marketing, as its dimensions are currently implemented at a moderate level, and focusing on these dimensions to reflect their role on employees, thereby continuously improving the clinic's mental image.