An Analysis and Explanation of Occupational and Organizational Consequences of Internal Marketing

Document Type : Research Paper

Authors

1 IHCS

2 Kharazmi university, Tehran, Iran

3 MSc. Student in Business Management, Faculty of Management University of Kharazmi, Tehran, Iran

Abstract

Abstract
This research is aimed at investigating the impact of local marketing on occupational consequences (job satisfaction, occupational involvement and job engagement), and organizational consequences (organizational commitment, organizational identity and perceived organizational support) in Pasargad Insurance Company in Tehran. In this survey research, the target population includes all employees of Pasargad Insurance Branches in Tehran. The sample is selected through a two-step cluster sampling method. Samples size, decided based on Cochran formula, includes 385 people, and data was collected by questionnaire. Data analysis method was performed by structural equation modeling using SmartPLS2.0.M3 software. The results indicated that there is a significant relation between local marketing and job satisfaction, occupational involvement and job engagement. Trivial impact of local marketing on organizational commitment, organizational identity and perceived organizational support was confirmed. This study has studied a comprehensive model of the impact of local marketing on job and organizational consequences in Iran’s socio-cultural context and non-governmental sector.

Keywords


ایمانی، صاحب؛ گسکری، ریحانه و قیتانی، البرز (1394)؛ اثر بازاریابی داخلی بر عملکرد کارکنان: اثر میانجی نوآوری سازمانی در اداره‌های تابع شرکت بهره‌برداری نفت و گاز آغاجاری، مجله مدیریت بازرگانی7(2): 315-338.
رستمی، رضا؛ اکبری، پیمان؛ ویسمرادی، اکبر و محمدی ‌نجف‌آبادی، عبدالمجید (1394)، تحلیل نقش واسطه‌ای رضایت شغلی و تعهد سازمانی در رابطه بین بازاریابی داخلی و مشتری‌گرایی کارکنان (مطالعه موردی: شرکت‌های پخش دارویی و غذایی)، مجله مدیریت بازاریابی، 10(26): 158-139.
شاهین، آرش و ابوالحسنی، زهرا (۱۳۸۹)، سنجش تفاوت مشخصات کیفیتی خدمات و نحوه ارائه خدمات در صنعت بیمه (بررسی موردی: شرکت بیمه ایران در استان اصفهان)، مجله دانش و توسعه، ۱۸(۳۱): ۹۶-۷۵.
عاطفه‌دوست، علی‌رضا؛ خائف الهی، احمد علی؛ فانی، علی‌‌اصغر و دانایی‌فرد، حسن (1392)، بررسی تأثیر بازاریابی داخلی بر عملکرد سازمان با درنظرگرفتن متغیرهای میانجی تعهد سازمانی و کارآفرینی سازمانی (مطالعة موردی: شرکت فولاد مبارکة اصفهان)، مجله مدیریت بازرگانی، 5(4): 42-21.
قلی‌پور، آرین؛ محمداسماعیلی، ندا و دبیری، افشین (۱۳۹۶)، مدل ۳۴۰۰۰ منابع انسانی، تهران: انتشارات کتاب مهربان.
نوئه، ریموند؛ هالنبک، جان؛ گرهارت، باری و رایت، پاتریک (1396)، مدیریت منابع انسانی: کسب مزیت رقابتی، ترجمۀ الهام ابراهیمی،تهران: انتشارات کتاب مهربان.
Alshurideh, M., Alhadid, A.Y. & Barween, A. (2015), “The effect of internal marketing onorganizational citizenship behavior and applicable study on the University of Jordan employees”, International Journal of Marketing Studies, 7(1), 138-145.
Anaza, N. A., & Rutherford, B. (2012). How organizational and employee-customer identification, and customer orientation affect job engagement. Journal of Service Management, 23(5), 616-639.
Balemba, E., Deogratias, K. & Akonkwa, B. M. (2016), “Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions”, International Journal of Bank Marketing, 34(5), 773-796.
Barzoki, A.S. & Ghujali, T. (2013). Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behavior, International Journal of Academic Research in Business and Social Sciences, 3(3), 33-49.
Beatson, A., Lings, I.N., & Gudergan, S (2008). "Employee Behaviour and Relationship Quality: Impact on Customers", The Service Industries Journal, 28(2), 211-223.
Bermodez-Gonzalez, G., Sasaki, I., & Tous-Zamora, D. (2016), “Understanding the impact of internal marketing practices on both employees’ and managers’ organizational commitment in elderly care homes”, Journal of Service Theory and Practicem, 26(1), 28-49.
Berthon, P., Ewing, M. & Hah, L. (2005), “Captivating company: dimensions of attractiveness in employer branding”, International Journal of Advertising, 24(2), 151–172.
Bhattacharya, C.B. & Elsbach, K.D. (2002), “Us versus them: the roles of organizational identification and disidentification in social marketing initiatives”, Journal of Public Policy and Marketing, 21(1), 26-36.
Caesens, C., Stinglhamber, F. & Ohana, M. (2016), “Perceived Organizational Support and Well-being: A Weekly Study”, Journal of Managerial Psychology, 31(7), 1214-1230.
Chang, C.S., & Chang, H.C. (2008). “Perceptions of Internal Marketing”, Journal ofAdvanced nursing, 8 (87), 92-100.
Cheng, C. (2011), A study of critical factors of the job involvement for hotel employees Taking hotels in Taiwan as an example, International Journal of Hospitality Management, 30, 990-996.
Cole, B., Jones III, R. J., & Russell, L. M. (2016). Racial dissimilarity and diversity climate effect organizational identification. Equality, Diversity and Inclusion: An International Journal, 35(5/6), 314-327.
Dahl, A.J. & Peltier, J.W. (2014), “Internal marketing and employee satisfaction and loyalty: cross-cultural scale validation in context of US and German nurses”, Journal of Consumer Satisfaction, Dissatisfaction and complaining Behavior, 27 (1), 43-53.
Eisenberger, R. & Stinglhamber, F. (2011), “Perceived Organizational Support: Fostering Enthusiastic and Productive Employees”, APA, Washington, DC.
Eisenberger, R., Huntington, R., Hutchison, S. & Sowa, D. (1986), “Perceived organizational Support”, Journal of Applied Psychology, 71(3), 500-507.
Hernandez-Diaz, A., Calderon-Abreu, Th., Amador-Dumois, M., & Cordova-Claudio, M. (2017), “Internal marketing and customer-contact employees’ attitudinal outcomes”, Academia Revista Latinoamericana de Administracion,30(1), 124 – 143.
Huang, L. C., Ahlstrom, D., Lee, A. Y. P., Chen, S. Y., & Hsieh, M. J. (2016). High performance work systems, employee well-being, and job involvement: An empirical study. Personnel Review, 45(2), 296-314.
Huang, Y. & Rundle-Thiele, S. (2015), “A holistic management tool for measuring internal marketing activities”, Journal of Services Marketing, 29 (6/7), 571-584.
Joung, H.W., Goh, B.K., Huffman, L., Yuan, J.J. & Surles, J. (2015), “Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry” International Journal of Contemporary Hospitality Management, 27(7), 1618-1640.
Kale, S.H. & De, S. (2013), “A diagnosis of inherent problems in enhancing service quality through internal marketing and organizational identification in Macau and Singapore casinos”, UNLV Gaming Research and Review Journal, 17(1), 31-42.
Kanungo, R.N. (1982), “Measurement of job and work involvement”, Journal of Applied Psychology, 67(3), 341-349.
Kianto, A., Vanhala, M., Heilmann, P, (2016),"The impact of knowledge management on job satisfaction",   Journal of Knowledge Management, 20(4), 621- 636.
Kim, J., Song, H. J., Lee, C. K. (2016), “Effects of Corporate social responsibility and internal marketing on   organizational commitment and turnover intentions”, International Journal of Hospitality Management, 55, 25-32.
Knight, C., Patterson, M.  & Dawson, J. (2016), “Building work engagement: A systematic review and meta-analysis investigating the effectiveness of work engagement interventions”, Journal of organizational behavior, 38(6), 792-812.
Lee, C. & Chen, W.-J. (2005). “The Effects of Internal Marketing and Organisational Culture on Knowledge Management in the Information Technology Industry”, InternationalJournal of Management, 22(4), 661-672.
Lodahl, T. M, & Kejner, M. (1965). The definition and measurement of job involvement, Journal of Applied psychology, 49(1), 24-33.
Mael, F. & Ashforth, B.E. (1992), “Alumni and their alma mater: a partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, 13(2), 103-123.
Neves, P. & Eisenberger, R. (2014), “Perceived organizational support and risk taking”, Journal of Managerial Psychology, 29(2), 187 – 205.
Salanova, M., Agut, S. & Peiro, J. M. (2005), “Linking organizational resources and work engagement to employee performance and customer loyalty: The mediation of service climate”, Journal of Applied Psychology, 90)6(, 1217-1227.
Singh, A. & Gupta, B. (2015), “Job involvement, organizational commitment, professional commitment, and team commitment”, Benchmarking: An International Journal, 22(6), 1192- 1211.
Tansuhaj, P., Randall, D. & McCullough, J., (1991), “Applying the internal marketing Concept within large organizations: as applied to a credit union”, J. Prof. Serv. Mark. 6(2), 193–202.
Ting, S.C. (2011), “The Effect of Internal Marketing on Organizational Commitment: Job Involvement and Job Satisfaction as Mediators”, Educational Administration Quarterly, 47(2), 353-382.
Tsai, Y. (2014). Learning organizations, internal marketing, and organizational commitment in hospitals. BMC health services research, 14(152), 1-8.
Tsai, Y., & Wu, S. W. S. (2006). Internal marketing, organizational commitment and service quality. In Service Systems and Service Management, 2006 International Conference on. 2, 1292-1298. IEEE.
Tsai, Y.-F. & Tang, T.-W. (2008). "How to Improve Service Quality: Internal marketing as a Determining Factor", Total Quality Management, 19(11). 1117-1126.
Wen, H. Y., (2010), Relationships among Internal Marketing Perceptions, Organizational Support, Job Satisfaction and Role Behavior in Healthcare Organizations,International Journal of Management, 27(2). 235-255.
Wieseke, J., Ahearne, M., Lam, S.K. & Van Dick, R. (2009), “The role of leaders in internal marketing. Journal of Marketing”, 73(2), 123-145.