اثر بازاریابی داخلی بر عملکرد کارکنان: اثر میانجی نوآوری سازمانی در اداره‎های تابع شرکت بهره‌برداری نفت و گاز آغاجاری

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس‎ارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بین‌المللی خلیج‌فارس، خرمشهر، ایران

2 استادیار گروه اقتصاد، دانشگاه آزاد اسلامی، واحد آبادان، آبادان، ایران

3 استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد شوشتر، شوشتر، ایران

چکیده

پژوهش حاضر به بررسی نقش و سازوکارهای متغیر بازاریابی داخلی بر عملکرد کارکنان از طریق متغیر میانجی نوآوری سازمانی می­پردازد. جامعۀ آماری پژوهش را کلیۀ کارشناسان و سرپرستانِ 43 ادارۀ تابع شرکت بهره­برداری نفت و گاز آغاجاری، به تعداد 770 نفر دربرمی‎گیرد. برای نیل به اهداف پژوهش، از پرسشنامه­های استاندارد بهره برده شده است که روایی آنها را نیز استادان راهنما و مشاور تأیید کرده‎اند. تجزیه‌وتحلیل اطلاعات به‎کمک روش مدل‌سازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرم­افزار Smart PLS در دو بخش مدل اندازه­گیری و بخش ساختاری صورت پذیرفت. نتایج مدل­سازی معادلات ساختاری که بر داده­های 238 پرسشنامۀ گردآوری‎شده از جامعۀ آماری اعمال شد، نشان‎دهندۀ تأثیر مستقیم، مثبت و معنادار بازاریابی داخلی با ضریب مسیر 659/0 و به‎طور غیرمستقیم با نقش واسطۀ نوآوری سازمانی با ضریب مسیر 065/0 بر عملکرد کارکنان و با ضریب مسیر 474/0 بر نوآوری سازمانی است. همچنین، سازۀ نوآوری سازمانی با ضریب مسیر 137/0 تأثیر مثبت و معناداری بر عملکرد کارکنان می‎گذارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Effects of internal marketing on employees performance: Effect of Mediator Organizational Innovation (Case study: departments within The AGHAJARI Oil and Gas Operation Company)

نویسندگان [English]

  • Saheb Imani 1
  • Reihaneh Gaskari 2
  • Alborz Gheitani 3
1 M.A., Department of Business Management, Islamic Azad University, Persian Gulf International Branch, Khorramshahr, Iran
2 Assistant Prof., Faculty of Economic, Islamic Azad University, Abadan Branch, Abadan, Iran
3 Assistant Prof., Faculty of Management, Islamic Azad University, Shoushtar Branch, Shoushtar, Iran
چکیده [English]

The present study examines the role and mechanisms of internal marketing variables on employee performance through the mediator role of organizational innovation. Statistic population included 770 experts and managers, 43 departments within the Agha-Jari oil and gas Operation Company; using stratified random sampling and Cochran formula 257 were selected as the sample size. Three questionnaires were used, the validity of which was confirmed by the experts. Internal marketing with the validity of 0.70, organizational innovation with the validity of 0.76 and employee performance with the validity of 0.80 were used; validity of faculty members and reliability was confirmed. Data analysis was conducted using structural equation modeling (SEM) with partial least squares (PLS approach and Smart PLS software. The results indicated a direct, significant and positive effect of internal marketing intensity, (0.659) and the indirect effect with mediating role of organizational innovation intensity (0.065) on employee performance and mediating role of organizational innovation intensity (0.474) on organizational innovation. In addition, organizational innovation intensity (0.137) has a significant and positive effect on employee performance.

کلیدواژه‌ها [English]

  • Agha-Jari oil and gas operation company
  • employee performance
  • Internal marketing
  • Organizational Innovation
Abzari, M., Ranjbarian, B., Fathi, S. & Ghorbani, H. (2009). Effect of internal
marketing on market-orientation and organizational performance in
Hoteling industry. Journal of Management vision. (31): 25-42. (in Persian)
Ahmed, P.K. & Rafiq, M. (2003). Internal marketing issues and challenges.
European Journal of marketing, 37 (9): 1177-1186.
Alegre, J., Lapiedra, R. & Chiva, R. (2006). A measurement scale for product
innovation performance. European Journal of Innovation Management, 9
(4): 333-346.
Al-Hawary, S.I.S., Al-Qudah, K.A., Mash’al Abutayeh, P., Mash’al Abutayeh,
S. & Al-Zyadat, D.Y. (2013). The impact of internal marketing on
employee's job satisfaction of commercial banks in Jordan.
Interdisciplinary Journal of Contemporary Research in Business, 4 (9):
811-826.
Alirezaee, N., Massah, H. & Akrami, N. (2013). The Relationship between
Consciousness and job Performance. Quarterly of ethic in sciences and
Technology, 8 (2): 1-11. (in Persian)
Amirkabiri, A., Mirabi, V. & Salehi-Sedighiani, P. (2011). Effect of internal
marketing activities on elements of organizational commitment.
Management Studies in development and Evaluation, (21): 27-46.
(in Persian)
Atefatdoost, R. A., Khaefelahi, A. A., Fani, A. A. & Danaeefard, H. (2013).
Studying the effect of Internal Marketing on Organizational Performance
with considering the role of Organizational Commitment and
Organizational Entrepreneurship as intermediary variables; Case Study:
Mobarakeh Steel Company. Quarterly Journal Business Management,
5(4): 21-42. (in Persian)
Barclay, D., Higgins, C. & Thompson, R. (1995). The Partial least Squares
(PLS) approach to casual modeling: personal computer adoption and use
as an illustration. Technology studies, 2 (2): 285-309.
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 & Social Sciences, 3 (3): 33-49.
Basirat, M., Imani, S., Zaranezhad, M., & Dehghan Najmabadi, A. (2015).
Evaluate effects of internal marketing on organizational commitment with
emphasis on the role of mediator is entrepreneurial orientation (The case
of headquarters Agha-Jari oil and gas operation company). Productivity
Management, 8 (32): 147-169. (in Persian)
Berry, L.L., Hensel, J.S. & Burke, M.C. (1976). Improving retailer capability for
effective consumerism response. Journal of Retailing, 52 (3): 3-14.
Budhwar, P. S., Varma, A., Malhotra, N. & Mukherjee, A. (2009). Insights into
the Indian call center industry: can internal marketing help tackle high
employee turnover? Journal of Services Marketing, 23 (5): 351-362.
Byrne, Z.S., Stoner, J., Thompson, K.R. & Hochwarter, W. (2005). The
interactive effects of conscientiousness, work effort, and psychological
climate on job performance. Journal of Vocational Behavior, 66 (2): 326-
338.
Camisón, C., & Villar-López, A. (2014). Organizational innovation as an
enabler of technological innovation capabilities and firm performance.
Journal of Business Research, 67 (1): 2891-2902.
Campbell, J.P., Dunnette, M.D., Lawler, E.E., & Weick, K.E. (1970).
Managerial behavior, performance, and effectiveness. New York:
McGraw-Hill.
Chang, C.S. & Chang, H.C. (2009). Perceptions of internal marketing and
organizational commitment by nurses. Journal of advanced nursing, 65
(1): 92-100.
Chin, W. W. (1998). The Partial Least Squares approach to structural equation
modeling. In: G. A. Marcoulides (Ed.), Modern Methods for Business
Research (pp. 295-358). Mahwah, NJ: Lawrence Erlbaum Associates.
Conway, J.M. (1999). Distinguishing contextual performance from task
performance for managerial jobs. Journal of applied Psychology, 84 (1):
3-13.
Doukakis, I. (2002). The role of employee development in customer relations:
The case of UK retail banks. Corporate Communications: An
International Journal, 7 (1): 62-76.
Fernando, Y. (2012). Impact of Internal Marketing on Operational Performance:
An Empirical Study in Low Cost Carrier Industry. Procedia-Social and
Behavioral Sciences, 65: 913-918.
Finney, S. & Scherrebeck-Hansen, M. (2010). Internal marketing as a change
management tool: A case study in re-branding. Journal of Marketing
Communications, 16 (5): 325-344.
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with
unobservable variables and measurement error. Journal of marketing
research, 18(3): 39-50.
González Mieres, C., Ángel López Sánchez, J., & Leticia Santos Vijande, M.
(2012). Internal Marketing, Innovation and Performance in Business
Services Firms: The Role of Organizational Unlearning. International
Journal of Management, 29 (4): 403-429.
Gounaris, S. (2008). Antecedents of internal marketing practice: some
preliminary empirical evidence. International Journal of Service Industry
Management, 19 (3): 400 – 434.
Gounaris, S., Vassilikopoulou, A. & Chatzipanagiotou, K. C. (2010). Internalmarket
orientation: a misconceived aspect of marketing theory. European
Journal of Marketing, 44 (11/12): 1667-1699.
Grönroos, C. (1981). Internal marketing an integral part of marketing theory. In
Marketing off Services. Edited by Donnelly JJH Jr, George WR. Chicago:
American Marketing Association, 236-238.
Grönroos, C. (1984). A service quality model and its marketing implications.
European Journal of Marketing, 18 (4): 36-44.
Gunday, G., Ulusoy, G., Kilic, K. & Alpkan, L. (2011). Effects of innovation
types on firm performance. 133 (2): 662-676.
Holton, E.F.III. (2000). on the nature of performance and learning in human
resource development. Advances in Developing Human Resources, 2 (3):
60–64.
Hosseini, M. & Salar, J. (2012). The effect of market-orientation and innovation
on performance of food companies in exchange. Quarterly of New
Marketing Research, 2 (3-6): 107-120. (in Persian)
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management
research: a review of four recent studies. Strategic management
journal, 20(2): 195-204.
Jantz, R.C. (2012). A Framework for Studying Organizational Innovation in
Research Libraries. College & Research Libraries, 73 (6): 525-541.
Jimenez, J.D. & Valle, S.R. (2011). Innovation, organizational learning, and
performance. Journal of Business Research, 64 (4): 408-417.
Jimenez, J.D., Valle, S.R. & Hernandez-Espallardo, M. (2008). Fostering
innovation: the role of market orientation and organizational learning.
European Journal of Innovation Management, 11 (3): 389-412.
Joo, B.K.B., Jeung, C.W. & Yoon, H.J. (2010). Investigating the influences of
core self‐evaluations, job autonomy, and intrinsic motivation on in‐role
job performance. Human Resource Development Quarterly, 21 (4): 353-
371.
Kahya, E. (2007). The effects of job characteristics and working conditions on
job performance. International journal of industrial ergonomics, 37(6):
515-523.
Kameswari, A. V. & Rajyalakshmi, N. (2012). Role of internal marketing in job
satisfaction of employees in state bank of India. In Ninth AIMS
International Conference on Management, 1 (4): 47-56.
Keelson, S.A. (2014). The Moderating Role of Organizational Capabilities and
Internal Marketing in Market Orientation and Business Success. Review
of Business & Finance Studies, 5 (1): 1-17.
Khalaf Ahmad, A.E.M. & Al-Borie, H. M. (2012). Impact of Internal Marketing
on Job Satisfaction and Organizational Commitment: A Study of
Teaching Hospitals in Saudi Arabia. Business & Management Research,
1 (3): 82-94.
Lings, I. N., Greenley, G. E. (2010). Internal market orientation and markerorientation
behaviors. Journal of Service Management, 21(3): 322-324.
Matoufi, A. R., Tajedini, K., Aghajani, H. & Tajedini, K. (2012). The Role of
Learning Orientation on Innovation and Organizational Performance.
Business Management Vision, 4 (37): 57-71. (in Persian)
Mishra, S. (2010). Internal marketing-A tool to harness employees’ power in
service organizations in India. International Journal of Business and
Management, 5 (1): 185-193.
Moss, E., Rousseau, D., Parent, S., St-Laurent, D. & Saintonge, J. (1998).
Correlated of Attachment at School Age: Maternal Reported Stress,
Mother-Child Interaction, and Behavior Problems. Child Development,
69 (5): 1390-1405.
Nasr-Isfahani, A., Amiri, Z. & Farrokhi, M. (2013). Effect of internal marketing
on organizational innovation: the mediating role of Self-efficacy (case
study: Emersan company). Entrepreneurship Development, 6 (3): 27-45.
(in Persian)
Nonaka, I. (1994). A dynamic theory of organizational knowledge creation.
Organization Science, 5 (1): 14-37.
Noruzy, A., Dalfard, V. M., Azhdari, B., Nazari-Shirkouhi, S. & Rezazadeh, A.
(2013). Relations between transformational leadership, organizational
learning, knowledge management, organizational innovation, and
organizational performance: an empirical investigation of manufacturing
firms. The International Journal of Advanced Manufacturing Technology,
64 (5-8): 1073-1085.
Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric theory, (3rd ed.). New
York. NY: McGraw-Hill.
Panigyrakis, G.G. & Theodoridis, P.K. (2009). Internal marketing impact on
business performance in a retail context. International Journal of Retail
& Distribution Management, 37 (7): 600-628.
Payne, A. (1993). The essence of services marketing. Hemel hemp stead.
Caruana; prentice –Hall.
Pellissier, R. (2011). The Implementation of Resilience Engineering to Enhance
Organizational Innovation in a Complex Environment. International
Journal of Business & Management, 6 (1): 145-164.
Rich, B.L., Lepine, J.A. & Crawford, E.R. (2010). Job engagement: Antecedents
and effects on job performance. Academy of Management Journal, 53 (3):
617-635.
Rodrigues, A.P. & Pinho, J.C. (2012). The impact of internal and external
market orientation on performance in local public organizations.
Marketing Intelligence & Planning, 30 (3): 284-306.
Sanchez-Hernandez, M.I. & Miranda, F.J. (2011). Linking internal market
orientation and new service performance. European Journal of
Innovation Management, 14 (2): 207-226.
Schubert, T. (2010). Marketing and organizational innovations in
entrepreneurial innovation processes and their relation to market structure
and firm characteristics. Review of Industrial Organization, 36 (2): 189-
212.
Shooshtarian, Z., Ameli, F. & Aminilari, M. (2013). The Effect of Labor's
Emotional Intelligence on Their Job Satisfaction, Job Performance and
Commitment. Iranian Journal of Management Studies, 6 (1): 27-43.
Solaimani-Bashali, A. (2012). The importance and function of internal
marketing in Banking Industry. Quarterly of Bank and Economic, (121):
24-29. (in Persian)
Tan, C. L. & Nasurdin, A. M. (2011). Human Resource Management Practices
and Organizational Innovation: Assessing the Mediating Role of
Knowledge Management Effectiveness. Electronic Journal of Knowledge
Management, 9 (2): 155-167.
Tsai, Y. (2014). Learning organizations, internal marketing, and organizational
commitment in hospitals. BMC health services research, 14 (152): 1-8.
Wong, S. Y. & Chin, K. S. (2007). Organizational innovation management: an
organization-wide perspective. Industrial Management & Data Systems,
107 (9): 1290-1315.
Yu, Q. & R. Barnes, B. (2010). Performance improvement by investing in
internal marketing management. IEEE international Conference on
Singapore, 2-5 June, 708-713. DOI: 10.1109/ICMIT.2010.5492731.
Zaman, K., Javaid, N., Arshad, A. & Bibi, S. (2012). Impact of Internal
Marketing on Market Orientation and Business Performance.
International Journal of Business and Social Science, 3 (12): 76-87.