Internal Marketing and Its Relation to the Level of Achieving Work Engagement of the Staff in al-Quds Open University

Abstract

The study aimed to identify the level of internal marketing practice at al-Quds Open University and its relation to the level of achieving work engagement of the staff. The study adopted the analytical and the descriptive approach. A questionnaire was used as a data collection tool by the study sample which included all the staff of al Quds Open University in the Gaza Strip. The study found that the level of the University's practice of internal marketing and the level of work engagement of the staff are high. It also found that there is a positive correlation between the internal marketing practiced by the University's Administration and the level of work engagement of the staff. There are statistically significant differences between the averages of the estimation of the sample members for the level of practicing of internal marketing in al-Quds Open University in Gaza Strip , due to the (job title) variable,  in favor of the administrative and academic officials. On the other hand, there are no statistically significant differences between the averages of the estimation of the sample members  for  the level of practicing internal marketing due to the  (educational branch) variable. The research recommends that the University Administration adopts the concept of internal marketing and develops the technical and behavioral skills of the staff and enhances their participation in decision-making