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

References

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Journal of Research in Human Resources Management
Volume 10, Issue 3 - Serial Number 33
serial no. 33
November 2018
Pages 141-164

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History

  • Receive Date: 17 April 2018
  • Revise Date: 30 June 2018
  • Accept Date: 16 September 2018

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