THE INFLUENCE OF INTERNAL MARKETING ON MARKET ORIENTATION CONSIDERING MEDIATORY VARIABLES OF ORGANIZATIONAL COMMITMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE CASE OF BANK MELLAT IN THE CITY OF TEHRAN

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HASANGHOLIPOUR TAHMORES; ANSARI MANOUCHEHR; ELAHI GOL AKRAM; RAHMANI YOUSHANLOUEI HOSSEIN

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Paper Information

Journal: New Marketing Research Journal Year:2012 | Volume:2 | Issue:1 (4) Page(s): 25-45

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Title

THE INFLUENCE OF INTERNAL MARKETING ON MARKET ORIENTATION CONSIDERING MEDIATORY VARIABLES OF ORGANIZATIONAL COMMITMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE CASE OF BANK MELLAT IN THE CITY OF TEHRAN

Author(s)

HASANGHOLIPOUR TAHMORES | ANSARI MANOUCHEHR | ELAHI GOL AKRAM | RAHMANI YOUSHANLOUEI HOSSEIN | Issue Writer Certificate

Keywords

INTERNAL MARKETINGQ2

ORGANIZATIONAL COMMITMENTQ2

MARKET ORIENTATIONQ2

ORGANIZATIONAL CITIZENSHIP BEHAVIORQ2

BANK MELLATQ2

CITY OF TEHRANQ2

Abstract

The purpose of this paper is to examine the relationship between “INTERNAL MARKETING” and “market orientation” considering the mediator variable of “organizational commitment” in branches of BANK MELLAT in the CITY OF TEHRAN as a financial-service provider firm. The questionnaire in this study has been extracted from the related literature and its validity has been approved by the field experts and factor analysis. The research methodology adopted in this study is typically descriptive and correlation based and the collected data has been analyzed using Structural Equation Modeling (SEM) approach. Research population consisted of BANK MELLAT employees throughout the CITY OF TEHRAN. A sample of 323 employees has been selected using cluster sampling and finally, 261 filled questionnaires has been collected. Findings imply that there is a positive correlation between INTERNAL MARKETING and MARKET ORIENTATION considering the mediator variable of ORGANIZATIONAL COMMITMENT in the BANK MELLAT of the CITY OF TEHRAN.

Cites

THE ANALYSIS MODERATING ROLE OF JOB SATISFACTION AND ORGANIZATIONAL COMMITMENT IN RELATION BETWEEN INTERNAL MARKETING AND CUSTOMER ORIENTATION STUFF (CASE STUDY: PHARMACEUTICAL AND FOOD DISTRIBUTION CO.)

References

THE EFFECT OF INTERNAL MARKETING ON MARKET ORIENTATION AND ORGANIZATIONAL PERFORMANCE IN HOTEL INDUSTRY

Cite

APA: Copy

HASANGHOLIPOUR, TAHMORES, ANSARI, MANOUCHEHR, ELAHI GOL, AKRAM, & RAHMANI YOUSHANLOUEI, HOSSEIN. (2012). THE INFLUENCE OF INTERNAL MARKETING ON MARKET ORIENTATION CONSIDERING MEDIATORY VARIABLES OF ORGANIZATIONAL COMMITMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE CASE OF BANK MELLAT IN THE CITY OF TEHRAN. NEW MARKETING RESEARCH JOURNAL, 2(1 (4)), 25-45. SID. https://sid.ir/paper/194497/en

Vancouver: Copy

HASANGHOLIPOUR TAHMORES, ANSARI MANOUCHEHR, ELAHI GOL AKRAM, RAHMANI YOUSHANLOUEI HOSSEIN. THE INFLUENCE OF INTERNAL MARKETING ON MARKET ORIENTATION CONSIDERING MEDIATORY VARIABLES OF ORGANIZATIONAL COMMITMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE CASE OF BANK MELLAT IN THE CITY OF TEHRAN. NEW MARKETING RESEARCH JOURNAL[Internet]. 2012;2(1 (4)):25-45. Available from: https://sid.ir/paper/194497/en

IEEE: Copy

TAHMORES HASANGHOLIPOUR, MANOUCHEHR ANSARI, AKRAM ELAHI GOL, and HOSSEIN RAHMANI YOUSHANLOUEI, “THE INFLUENCE OF INTERNAL MARKETING ON MARKET ORIENTATION CONSIDERING MEDIATORY VARIABLES OF ORGANIZATIONAL COMMITMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE CASE OF BANK MELLAT IN THE CITY OF TEHRAN,” NEW MARKETING RESEARCH JOURNAL, vol. 2, no. 1 (4), pp. 25–45, 2012, [Online]. Available: https://sid.ir/paper/194497/en

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