Paper Information

Journal:   QUANTITATIVE RESEARCHES IN MANAGEMENT   SPRING 2014 , Volume 5 , Number 1; Page(s) 197 To 218.
 
Paper: 

THE EFFECT OF INTERNAL MARKETING ON A ORGANIZATION COMMITMENT

 
Author(s):  TAJZADEH ABOLFAZL, SADAGHEANI P.S., DARUEIAN S.
 
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Abstract: 

Organizational commitment is a psychological commitment that the staff of an organizational feel about it. Organizational commitment, specifically as the affective and normative dimensions, plays an important role regarding organization's comparative advantage in a dynamic market and has also a positive influence on creativity. Organizations always are looking for to find a way in order to enhance such commitment and benefit the consequences. In this respect, based on an extensive literature review have attempted to determine the relationship between internal marketing and organizational commitment. Internal marketing describes whether the business manager considers the needs of his personnel and motivate them or not. The success of marketing activities needs to have the personnel with the positive occupational attitudes such as organizational commitment, work motivation, and job satisfaction. By implementing internal marketing, responding to the staff needs, motivating personnel and increasing their job satisfaction, the intention of staff to quit an organization could be deducted. This enables customers to be satisfied and their loyalty and trust will be augmented. The major question of the current study is whether internal marketing program impact on affective, normative and continuance commitments? Also the main research hypothesis investigates the effect of internal marketing on organizatioanal commitment.
Also the sub hyphothesis investigation the impact of internal marketing; job satisfaction; communication; rewards; integration and cooperation; empowerment; motivation; job position respectively on affective; normative and continuance commitment. The population of this study consists of 200 expert employees of ATKA (an affiliated organization of Iran's ministry of defense in Tehran), of which 132 were selected as the sample. The sampling method is simple accidental sampling. The research method of this study is descriptive-pilot study. For gathering information, secondary and preliminary data were collected. The information gathering tool is questionnaire.0 For internal marketing the standard questionnaire of Moeny and Foreman (1996) and for organisatioanl commitment the standard questionnaire of Myer and Allen are used. For data analysis the structural equation and confirmatory factor analysis is used. The reliability of the questionnaire based on Cronbach alpha is 0.907, which is acceptable because of being more than 0.7.For validity, face validity and content validity was based on the structural equation analysis. the main hypothesis (i.e. internal marketing activities affect on organizations commitment) and sub hypothesis are accepted. Also the based on the result, internal marketing activities was able to predicts %60.8 of organizational commitment's changes.

 
Keyword(s): ORGANIZATIONAL COMMITMENT, INTERNAL MARKETING, AFFECTIVE COMMITMENT, NORMATIVE COMMITMENT, CONTINUANCE COMMITMENTS, JOB SATISFACTION
 
References: 
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