تسويق العلاقة في المؤسسة الخدمية: التسويق الداخلي كحجر أساس لبناء العلاقة مع الزبون

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386 فر ود / MÂAREF Revue académique

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MÂAREF (Revue académique) Partie : Sciences Economiques

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أ نا ز  د او ن ز  : ل ا ا ع ا ، ا ا أ زا ا و هر أ ا ا ا ةرادإ م ا ا ي ا م س أ و ن ف ا او ه ا ى ا و ؛ ا ا ء ت ى ا ،ن ا و ا ا ا ا ن و ا ء ه ا ل ا ا ن ا ا و ت وأ ء ا ل ف ا ، ا ا ز أ أ ا ا ا أ ا ء ت ى ا ا ذو ةراد ا ما ا ا تاذ ةد م ا ا فو ا و ا ما او ا : ا ت ،ةراد ا ا ، ا ، ا ا ا ، ا ا ما ا .

Relationship Marketing In A Service Company: Internal Marketing As A Cornerstone To Build A Customer Relationship

Abstract:

This article deals with the theme of relationship marketing and its role In achieving customer loyalty, with a focus on services companies, it attempts to show the importance of adopting relationship marketing as a modern concept in marketing management within the concept of holistic marketing which basis in creating and delivering high value to the customer in order to achieve his trust and his commitment to the organization over the long term; relationship marketing aims to build profitable long-term relationships with the customer, and in a services company, front-line people are responsible of building this relationship through direct interaction with the customer as well as the managing of time meeting with them through what is known service encounter,

ـــــــــــــــــــــــــــــــــــــــ

 هار د – ج وأ آ – ة ا  ذ أ - أ – ج وأ آ – ا ة

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this is what highlighted the importance of internal marketing as the cornerstone in relationship marketing to build long-term relationships with the employees by the commitment of top management to provide a work environment quality based on the continuous improvement of working conditions and work to earn employees' trust and commitment.

Key words: relationship marketing, internal marketing, service marketing,

organizational trust, organizational commitment.

ا ل ا ت ا ّ ا تا ّ ا ُ ق ا إ ل ًا ً م ا ّ ، ّ ا ن ا َ ا ض م ا ا ، ء او ظ ا ا ت ىدأ ي ا ا ، و اوذأ ا ن ا و ا دا ا ،ن ى ل ء ، ا ا م ّ ا و د ء و و ل ن ا ى ا ا ح ى ا نأ ا او ؛ ا ا ا ت إ ا ض ا ا ، ا ء ّ او ا اد و ح إ ر اذإ َ و ، ِّز ، دِّر ا فا ا ى ا ن ا ا ا ا ا ا و ن ا ا ء أ أ ل ا ا را ا ، او ا ن و ا ر ا ا ا ا ا ا ، ر ا س اد ا ؟ ا ا ا 1 ا ء ، ا ا م ّ ا ا د ء و و ل ن ا ى ا ا ا ح ى ا نأ ا او ؛ ا ا ت إ ا ض ا ا ، ا ء ّ او ادإ و ح إ ر اذإ َ و، ِّز ، دِّر ا فا ا ى ا ن ا ا وأ ة لو " ا " ما ا Berry ل ا ا و ظ ا ،ب أ و ،ت ا 1 Morgan و Hunt ، ا ا ا أ

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ا د ا ا ظ او 2 ّ أ Grönroos ن ى ا و ، إ ، إ ف ا لد ا نو ا ل ا فا أ ا ء او ا د ء او 3 و Gummeson ت او ت ا ، ا أ 4 Kotler ا ف إ ء ت د ى ا و فا او ا ا أ ظ ا أ 5 ف ا ا ا ا نأ ل ا ا يوذ ا فا ا و ،ء ا ، ا ى ا ت لد ا ما او ، ا ،نو ا ل ا م و و ت إ ، ا ا رو ا تز أ ب أ ة ك ل او ت ا م ا ؛ ةر ت ا در ا تاودأ ت ا د ، ا ةد زو ؛ ا ا و ا ع را إ ؛ء ا ا وو ا ا ت ا ن ز نأ ت ار ا أ ن ز ل ا ا ، ن ز ف أ ا و إ ا 6 و ؛ ا ا ،ف ا رد ا ار ا أ ا و ة ا ت ا أ ل ا ه ُ ن ا ما ا ةد ز إ ا و س أ 7 ن ز ق ا ةد ز ل ح ر ا ةد ز إ ؛ ، ا م ا ن ا ما او نو ا ل و ا ت َ ِ ا و لد 8 و ا ا م نأ إ ةر ا ر ا ث ر ا ا و ا 9 : :لو ا ا ن ظ ا أ أ إ ه ا ا : ل ، ا ت ا ا ب ا د ة و ار ّ و ، رو ع و ا : ر او ا ا ا : ا ا ا ي ا ،( ا) ا ا ر ا ، ز ا ، در ا ا و دِّر و ة أو ،نو و د و د إ ّ ، او نآ رو و ا أ ا ا نأ ،ن او ا ا أو و ار و ا تدادزا ا ا ء ة

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ا ا : :ةد او ،ن ا ، ا ت ا ا ه ا ه نأ و ، د ا ا ل ا ت ردو ت ا أ و و ا ا اذإ ا ا ح ا ا 10 : - ا ن : ا و ّ إ ل ِّ م ةرادإ ا ا ا ن ا ر أ و ا و ، ا د ا ن ا إ نأ ةرادإ ت ا ، او ا و و ص ا ا ا ، ةرادإ ا ص او . -ت ا ت او : ح ا ت ا ةرادإ ت ل ا ا ، ل ء و ا رو ، ا رو ا ا ت وأ أ رادإ ت ت ا ر ا - ا ا ما او ا ا أ أ ت ت ا ،دا او ف و أ ا ر د ا ف آ لد ه ا ا ن ص ا ز او ا ا ا ا ى ا . ما ا ف ر ة ظ ت تاذ ف ةر وأ را ا و ا ر ا ا ل ا ن ما ا ا ا ء إ اور ن ا او . و ٌ َ Hunt و Morgan إ " ما ا او أ تا ا ا ا ح ت ا ل ، ا 2 ا ت ا ق ا ت ر : ا ، ر ا ا ا او . ت ا ه و 11 : : ر ا ا ، ، ا ا م ا ا إ ل ا د او ا ضو ر ا ا ز و ا : ا ا ا ا ل ة ا د ا ا ا و ا و ةر ل إ ا و ةء : ا ا او ا م ا ا إ و ، فا ا غ ا م و ن ا ر ا د ا ا ت ا ا إ ةر ا يرو ا و ء او د ا ظ و ، ا ا " service encounter " ر ت او ا ، ا ا ت ا ، ت ا ج ا ن ا ا ا أ ف ي او ،ن او ا م

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كر هرودو ن ا ر إ إ ، ا ا ك او ا value co-creation " ي او ، ا ةد ا ا و ا م و ن ا ا او ،ةد ا ،ما ا 12 نأ و ، ا ءادأو ةد ا ةد ، ا ا أ و ا ا ف و ، و ا ة ا ث First Encounter' ا وأ ' Moment Of Truth' ح ن ا ا ، ا ا ا ' ا ح ة ا ه ح و ، ا ه 13 ،را او ح ا د ا ت ا ى ةرا ا ا ةد و قار ى ء ا ل ا نأو ت ا ن ا ا و ا ةء ا أ ا ا م و ا ء ا ر ن ا دا ا دا و ا ةد اد إ ذ يد مز ا 14_: 1 ن و ن ار ن ا ا ا ا ا نأ : ن ا ء او ا نأ 2 :( ةد ) ت و ةء أ ت و م ا يأ 3 ء و يوذو ن ار ء ةد ت ن ء ا نأ : ا ا ا نور ء و أ ن 4 ا ت و ح رأ ى و نأ ح ر ا ن و : ا ءاد ا و : ا ا ذ ر ا 1 ا : -ا :ر ا ،ن ، ز او ا راد ، ا ا ا ، د 2010 ص ، 246 ف ، ح ا ر اذإ ا اد ا م ا ةرو ز ا ر ا ا ا ا م ل ج 3 ا ا ا د ا ت ا و ، ا س ا ا ا ا ، ر ا ء ا ء او با و ا ا ا نأ ا ر ا ا ةد ا ا ء و ر ا ا ا ر ا ء و ح ر ا

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ر ا ا ح نأ ا ا و ا ا ا ح ا ا ا ا م وأ و ،ء ا ا ء و و ، ،ب ا ا ا ر ا 15 او ر ا ل ا ن ا ء أ ف و و مز ا ا 16 ح ط ت و ا ت د ا ا و ر ا قا ا ت د ا 17 و ، اد ا ا ا ا ا و ر ، ا ر و ةد تاذ ف ا ا ا ت و ر إ إ ؛تاء ا أ ر او ب ا ا ا ا ا ت او ا ا او ؛ ا ء تار ا ا او ا ا ءاد ا ما او ؛م او راود ا ت و ا إ اد خ ةرو ا و ا و ا و مز ا يراد ا ا 18 نأ ل ا ا او ا نو م ا و ا ف ر ا ا ا ا ا ا ةد و 19 ل ا ،ت ا ، ا ا ةرو إ ر أ ك و ا و ا اذإ ا ا أ ا قرا ا ا او ا ر ا ر 20 ا أ ا ا ت ا ر يرو ا و ي ا ا ما ا ل ، و و ةد ز تار و تار ةد ا ة ، ا ةء و ا 21 ) ا ا ةرادإ Employee Relationship Management

( س أ ا د و د ت ظ او ء و ،ت ا ا ةراد او ا ا ، ا ا أ أ ف ا ا ةراد ، او ا او ت ا ا ب أو د ا ا م 22 ى ا ا او د ا ا إ ف إ او ا ا دا ا ا ت ء و د ا ا ت ا ا نورد 23

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اد ا ئد ار ةراد ا ا أ ت ن نأ ف ر أ ء ذو آ ف ِ ا ت يد ف ( ق ا) ا ف ا ن ت ا ( ا او) 24 ا ت و ا ل د ا ى ا ت ا أ ف و و ، ا ، ا ا ةد ا و ا ء ا ، ا ما ا ا نارود ل ا و ب ا ل 25 ا و ا ا ا ا إ ا 26 : ا ا ل ةراد ا ا زا إ و ر ا 2 : ةراد ا ا Source: Becky Starnes, Stephen Truhom, Vikkie MC Carthy, organizational

trust: Employee-Employer Relationship, ASQ Quality Press, 2010, P4.

م ا يراد ا ا ى أ ر ةراد ا ا ةراد ا ا ا ي ا ى ا يأ ى ا و و ل ةراد ا أ ى او ةراد ا ةء ا ا ن إ ا م ا ل ا او ر ا قد ا ا ا إ يد أ إ ا ع م ا ؛دا ا د نأ إ ، وؤ ا ت و ت ا ا ةراد ا او ةد ا ت ج إ إ ا ا ت تاذ ت ا ا نأ ، اد يوذ ظ ا ةرد أ ا يوذ ارا ذ او ، ا اد ن و ، ا ا ا رو ا ؤر و ا ر إ 27 ي راد ا ا ةء ا

Trust ةد Affection ما ا Respect ا م Distrust

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ا ما ا ب ، ا ط راو ى ا ما ا 28 ر ، او و ا ي او ا ه إ ء زا او ر او ا ع جذ و ة ل ء ا او ء ا ا ة ا ا و 29 : - ا فا ا ا و ي ا د ا ن ا - ا أ ، ا د ا را ا ا او ا ا ا ا و ة ا ا ا ما ا نأ ، ا و ا ا ر ك و ،ةراد ا ا إ ذ و ، ا ة ة و ي او نو ا ه ح ى أ ةرو نورد أ ن ا ا ر ا ة ا ا ، ا ح ى ا نزا د او ا را ةاو ا ى ي ا ، او ا ا ر إ لد ا ت ا و ا ت ا لد و ، ا ا ا ا ا او ، ا ا و ا دو ا فا ا ةراد ا ا و ا ا ، ا فا أ عا ا ب و ، دو ا ا ل و ا ا ة م ت ا ا ب 30 ا س ا ا ا ر ا ا ا نأ ا ا ا ا ، ر ا أ ة ت ةز ا اذإ ن ا ا ا ى ه ،د ا نأ ا ا ا أ أ جر ا ، أ ه ، ر و رو م ا ةرو إ ةر ا يرو ا و ا ا ل ا ح ا ا ا ا ةد ر إ هرو يد ادأ ر ا ن ا ر ا 31 او ا ا ز ا ة ا أ ا ا ا ت ا :

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ر ا 3 ا : أ ا ا ا ت ا ر ا Source: Harvir S. Bansal, Morris B. Mendelson, Basu Sharma, "The impact of internal marketing activities on external marketing outcomes ", Journal of

Quality Management, Vol(6), 2001p 6

ه ل ، ا ا ا ا رو ا ا ل ا ، ا ر ا ، ا ا ا ا ،ت ا ،ت أ ي ا ، ا ر ة او قرا ا و ا ح س أ نا نا ا ، ا ما ا ا و ةراد ا ا ا ةد ا و ، ع و ا ر ة ا ر ا هء و و ن ا ا إ إ ف ، ا ةراد ا ا م ا رد ع ر ا ا و را و ،ن ا ى ا ا م ا ، ا كر ا ا أ ن او ى ا ء س أ هر ا ا م ا ا ا اد ل ل ن ا ن و ا ا رو ةد تاذ ا و ر ا ا و ةراد ا ن ا ء و ا ا ا ا ا ةراد ا ا ا ر ا ا ّ ء ت ا ت ا ا قرا ا ا رو ا ا ت ا ا ةد ا ر ا ر ا ر ا ء و ا ر ا ا ا ا ا ر ا ك ا ا ا

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ا او ا ا

1. Leonard Berry, "relationship marketing of services

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2. Robert Morgan, Shelby Hunt, "The Commitment-trust Theory

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P20.

3. Christian Grönroos, "Relationship Marketing: Challenges for

the Organization", Journal of business research, vol (46), 1999, P2. 4. Evert Gummeson, "Making Relationship Marketing operation-al", International Journal of service industry management, Vol (5), N (5),

1994, P5

5. Philip Kotler, Kevin lane Keller, Marketing Management, 14th Ed, Pearson Education, New Jersey, USA, 2012, p 20.

6. Robert Palmatier, Relationship Marketing, Marketing science Insti-tute, USA, 2008, P13.

7. Jagdish N. Sheth , Atul Parvatiyar , " Evolving Relationship

Marketing into a Discipline", Journal of relationship marketing,

Vol(1), N(1), 2002, P 10.

8. Poul Houman Andersen, "Relationship development and marketing communication: an integrative model", Journal Of

Busi-ness & Industrial Marketing, vol(16), No(3), 2001, p168.

9. و ا يروز ا راد ، ا ت ةرادإ ،ق ا ، ا ،ندر ا ،ن ، ز ا 2009 ص ، 98 -105 10 . ،شود ن ا ا إ " " ا ا ةد ا و ، ، ا ا ،ةر ا ر ا ، ا هار د و أ 2013 -2014 ص ص، 34 -36 11 . ة ا راد ،ت ا ، ن در ، ا د ،ندر ا ،ن ، ز او 2010 ص ص ، 68 -70

12. Youjae Yi, Taeshik Gong, " Customer value co-creation

behav-ior: Scale development and validation ", Journal of Business Research,

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13. Harvir S. Bansal, Morris B. Mendelson, Basu Sharma, "The impact

of internal marketing activities on external marketing outcomes ",

Journal of Quality Management, Vol(6), 2001, p 64.

14 . ة ا راد ، ا ا ،ء ا و ةد ا ةرادإ ،د ،ندر ا ،ن ، او ز او 2007 ص ، 214 -216

15. Yudi Fernando, " Impact of internal marketing on operational

performance", Procedia Social and Behavioral Sciences, vol(65), 2012, P

91

16. Joseph Benoy, "Internal marketing builds service quality", Journal of health care Marketing, Vol(16), N(1), 1996, p54.

17. William George, "Internal Marketing and Organisational

Be-havior", Journal of business research, vol(20), 1990, P 63.

18. Ibid.

19. Leyland F. Pitt, Susan K. Foreman, " Internal Marketing Role in

Organizations: A Transaction Cost Perspective", Journal of Business

Research , Vol(44), 1999, p 26.

20. Harvir S. Bansal, Morris B. Mendelson, Basu Sharma, op cit, p 66. 21. Leyland F. Pitt, Susan K. Foreman, op cit, P 28.

22. Stefan Strohmeier, "Employee relationship management-Realizing competitive advantage through information technolo-gy?", Human Resource Management Review, Vol (23), 2013,P93.

23 . Stefan Strohmeier , op cit, p95.

24 . ،سا ر ة أ ا ةراد ا ا و ا ما ا أ " " ا ا ا ت و ا ا ا ،ةر ا ،ةر ر ، ،ة ا 2003 ص ، 66

25. Lisa Kath, Vicki Magley, Mathew Marmet, " The role of

organi-sational trust in safety climate's infleunce on organiorgani-sational out-comes", Accident Analysis and Prevention, vol (42), 2010, P1488.

26. Anu Puusa, Ulla Tolvamen, "Organisational Identity and Trust", Electronic Journal Of Business Ethics and Organization studies, Vol(11), N(2), 2006, P29.

27. Becky Starnes, Stephen Truhom, Vikkie MC Carthy, organization-al trust: Employee-Employer Relationship, ASQ Quorganization-ality Press, 2010, P6.

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28 . Alexandra Neininger, Nale Lehmann-Willenbrock , Simone

Kauffeld, Angela Henschel, "Effects of team and organizational

commitment", Journal of Vocational Behavior, vol(76), 2010, P 568.

29 . ، ا ا ، ا ك ا ، أ ما ز ، ا قاز ا ،ندر ا ،ن 2011 ص ، 252

30. Carmel Herington, Lester W. Johnson , Don Scott, "Firm–

employee relationship strength- conceptual model", Journal of

Busi-ness Research, Vol (62),2009, P1101.

31. Pratibha A. Dabholkar, Kristie A. Abston, "The role of customer

contact employees as external customers: A conceptual framework for marketing strategy and future research", Journal of Business