أثر التسویق الداخلی على جودة الخدمة السیاحیة

أحمد سلیمان, دعاء محمد
2016 المجلة العلمیة للدراسات التجاریة والبیئیة  
Nowadays, travel agents must acquire the concept of service quality in order to survive and grow. Human resources play a crucial role in reaching to this concept. Having a competent and service-oriented work force is the most essential parameter in insuring lasting success of an agent. One of the approaches to the attainment of this objective is internal marketing. This study aims to identify the role of internal marketing in achieving service quality in Egyptian travel agents. The study
more » ... s. The study population includes employees in travel agents (category A) in Cairo, and tourists deal with travel agents. The study uses the analytical descriptive approach whose tools and methods described the study quantitatively and qualitatively. The study indicates that there is a great relationship between the actual implementation of internal marketing policies, and achieving service quality in Egyptian travel agent. The study raises a number of recommendations which depend on improving the actual implementation of internal marketing policies in Egyptian travel agents to achieve service quality. 286 ‫السياحية‬ ‫الخدمة‬ ‫جودة‬ ‫على‬ ‫الداخلى‬ ‫التسويق‬ ‫أثر‬ ‫محمد‬ ‫محمد‬ ‫حسين‬ ‫دعاء‬ ‫انبحث:‬ ‫مقذمت‬ ‫أوال:‬ ‫اٌّٛاسد‬ ‫اِزالوٙب‬ ‫ِغشد‬ ‫إٌٝ‬ ‫٠شعغ‬ ‫ال‬ ‫إٌّظّبد‬ ‫أداء‬ ‫فٟ‬ ‫اٌزّ١ض‬ ‫رؾم١ك‬ ‫إْ‬ ‫رٛف١ش‬ ‫ػٍٝ‬ ‫لذسرٙب‬ ‫إٌٝ‬ ‫األٚي‬ ‫اٌّمبَ‬ ‫فٟ‬ ‫٠شعغ‬ ‫ثً‬ ‫فمؾ،‬ ‫اٌزىٌٕٛٛع١خ‬ ‫أٚ‬ ‫اٌّبٌ١خ‬ ِٓ ‫االعزفبدح‬ ‫رؼظ١ُ‬ ‫ػٍٝ‬ ‫اٌمذسح‬ ‫رّزٍه‬ ‫اٌزٟ‬ ‫اٌجشش٠خ‬ ‫اٌّٛاسد‬ ِٓ ‫خبطخ‬ ‫ٔٛػ١بد‬ ُ٘ ‫فبألفشاد‬ ‫اٌّٛاسد.‬ ‫٘زٖ‬ ‫ٚاألفىبس‬ ‫اٌّفب٘١ُ‬ ‫اعز١ؼبة‬ ‫ػٍٝ‬ ‫اٌمبدس‬ ‫اٌٛؽ١ذ‬ ‫اٌؼٕظش‬ ‫إٌّظّخ.‬ ‫أ٘ذاف‬ ‫ٚرؾم١ك‬ ‫اٌّخزٍفخ‬ ‫اٌزؾذ٠بد‬ ‫ِٛاعٙخ‬ ‫ػٍٝ‬ ‫رغبػذ‬ ‫اٌزٟ‬ ‫اٌغذ٠ذح‬ ‫أْ‬ ‫إٌّظّبد‬ ‫ٌّخزٍف‬ ‫الثذ‬ ‫أطجؼ‬ ‫اٌجشش٠خ‬ ‫اٌّٛاسد‬ ‫رٍؼجٗ‬ ‫اٌزٞ‬ ‫اٌذٚس‬ ‫أّ٘١خ‬ ‫ٚثغجت‬ ‫أ‬ ‫ثفؼبٌ١خ‬ ‫اٌٙبَ‬ ‫اٌّٛسد‬ ‫٘زا‬ ‫إداسح‬ ِٓ ‫رّىٕٙب‬ ‫اٌزٟ‬ ‫األعبٌ١ت‬ ‫رغذ‬ ‫ػٍ١ٗ.‬ ‫ٚاٌّؾبفظخ‬ ‫وضش‬ ‫ٚاٌزٞ‬ ‫اإلداسح‬ ‫فٟ‬ ‫اٌؾذ٠ضخ‬ ‫االرغب٘بد‬ ‫وؤؽذ‬ ‫اٌذاخٍٟ‬ ‫اٌزغٛ٠ك‬ ‫ِفَٙٛ‬ ‫ظٙش‬ ‫ٕ٘ب‬ ِٓٚ ‫ٚاٌزغذ٠ذ‬ ‫ٚاالثزىبس‬ ‫االٌزضاَ،‬ ‫ػٍٝ‬ ً ‫اػزّبدا‬ ‫ٌٍّٕظّخ‬ ‫رٕبفغ١خ‬ ‫ِ١ضح‬ ‫إ٠غبد‬ ‫ػٍٝ‬ ‫٠ؼزّذ‬ ‫اٌىفبءح‬ ‫رؾمك‬ ‫داخٍٟ‬ ‫رغٛ٠ك‬ ‫أداح‬ ‫اِزالن‬ ‫خالي‬ ِٓ ‫ٌٍؼّالء‬ ‫ِجبششح‬ ‫ٚاٌٛطٛي‬ ‫اٌجششٞ.‬ ‫ٌٍؼٕظش‬ ‫اٌزغٛ٠م١خ‬ ‫االعزشار١غ١بد‬ ‫عٛ٘ش‬ ‫اٌغٛدح‬ ِٓ ‫ػبٌ١خ‬ ‫ِغزٛ٠بد‬ ‫رمذ٠ُ‬ ‫ٚ٠ّضً‬ ‫ثذأد‬ ‫فمذ‬ ‫ٌٚزٌه‬ ‫اٌغٛق،‬ ِٓ ‫ِزّ١ضح‬ ‫ِىبٔخ‬ ‫رؾم١ك‬ ‫إٌٝ‬ ‫رغؼٝ‬ ‫اٌزٟ‬ ‫ٌٍّٕظّبد‬ ‫ثبػزجبس٘ب‬ ‫اٌغٛدح‬ ‫ٌّٛػٛع‬ ‫األخ١شح‬ ‫ا٢ٚٔخ‬ ‫فٟ‬ ‫ا٘زّبِبد‬ ‫رٛعٗ‬ ‫اٌخذِبد‬ ‫ِٕظّبد‬ ‫اٌخذ‬ ‫عٛق‬ ‫فٟ‬ ‫رٕبفغ١خ‬ ‫ِ١ضح‬ ‫ٌزؾم١ك‬ ‫٘بِخ‬ ‫اعزشار١غ١خ‬ ‫أداح‬ ‫ٌزّٕ١خ‬ ‫ٚٚع١ٍخ‬ ‫ِبد‬ ‫ٌٍّٕظّخ‬ ‫اٌؼّالء‬ ‫ٚٚالء‬ ‫سػب‬ ‫ٚرؾم١ك‬ ‫سثؾ١خ‬ ‫ِؼذالد‬ ‫ٚرؾغ١ٓ‬ ‫اٌغٛل١خ‬ ‫اٌؾظخ‬ ‫رٙذف‬ ‫ٌزٌه‬ ‫اٌخذِبد‬ ‫عٛدح‬ ‫٠ؾذد‬ ‫اٌزٞ‬ ٛ٘ ‫اٌؼّ١ً‬ ‫أْ‬ ‫ٔغذ‬ ‫اٌخذِبد‬ ‫طٕبػخ‬ ‫ٚفٟ‬ . ‫ٌذ٠ٙب‬ ‫اٌؼبٍِ١ٓ‬ ‫خالي‬ ِٓ ‫اٌؼّ١ً‬ ‫ِغ‬ ‫ؽ١جخ‬ ‫ػاللخ‬ ‫ٚإ٠غبد‬ ‫رطٛ٠ش‬ ‫إٌٝ‬ ‫إٌّظّبد‬ ‫ثّف‬ ‫اال٘زّبَ‬ ‫أّ٘١خ‬ ‫عبءد‬ ‫ٕ٘ب‬ ِٓٚ ‫فٟ‬ ‫رطج١مٗ‬ ‫ٚإِىبٔ١خ‬ ‫اٌذاخٍٟ‬ ‫اٌزغٛ٠ك‬ َٛٙ ‫فشػذ‬ ‫أْ‬ ‫ثؼذ‬ ‫خبطخ‬ ‫اٌخذِخ،‬ ‫عٛدح‬ ‫إٌٝ‬ ‫ٌٍٛطٛي‬ ‫اٌّظش٠خ‬ ‫اٌغ١بؽخ‬ ‫ششوبد‬ ‫ِؼط١بد‬ ‫ٚأٚعذد‬ ‫ٚاٌغفش‬ ‫اٌغ١بؽخ‬ ‫طٕبػخ‬ ‫أِبَ‬ ً ‫عذ٠ذا‬ ً ‫ٚالؼب‬ ‫اٌّخزٍفخ‬ ‫اٌّزغ١شاد‬ ‫اٌغٛق‬ ‫رؾش٠ه‬ ‫ػٍٝ‬ ‫اٌؼًّ‬ ‫اٌغ١بؽخ‬ ‫ششوبد‬ ‫ػٍٝ‬ ً ‫ٌضاِب‬ ‫أطجؼ‬ ‫ِّب‬ ‫ٌٍّٕبفغخ‬ ‫ؽذ٠ضخ‬ ‫ػٍّ١خ‬ ‫ثطشق‬ ‫ٚرّٕ١خ‬ ‫اٌؼبٌّٟ‬ ‫رٛاعذ٘ب‬ ‫ٔغجخ‬ ‫ص٠بدح‬ ‫ٌٙب‬ ‫رؼّٓ‬ ‫عذ٠ذح‬ ‫ٚرغٛ٠م١خ‬ . ‫ِج١ؼبرٙب‬
doi:10.21608/jces.2016.51806 fatcat:vya265m5sfa2lcumj3bnp6uq3m