Journal of Contemporary Business and Economic Studies Vol.(5) No.

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The Impact of internal marketing on customer loyalty in Sudanese service

institutions
‫الطاهر احمد محمد علي‬
Ea.ali@qu.edu.sa, : ‫ البريد االلكتروني‬، )‫ ( المملكة العربية السعودية‬،‫جامعة القصيم‬

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Abstract:
The study aimed to know the effect of internal marketing on customer loyalty, and it
was represented in the following main question: Does internal marketing affect customer
loyalty in Sudanese service institutions. The study was conducted in Sudanese service
institutions, and 140 questionnaires were distributed, and the descriptive analytical
approach was used, and the study found a positive effect of internal marketing on
behavioral loyalty and cognitive loyalty.
Keywords: training, incentives, internal communication, behavioral loyalty, emotional
loyalty.
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