The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation

Document Type : Research Paper

Authors

Abstract

This study investigates the impact of internal marketing on performance
with the mediating role of sustainable marketing and market orientation. For
this article, a sample of 310 from ….. employees in Mellat banks in the city
of Mashhad was subject to distribute the researcher made questionnaire for
Measurement of internal marketing (with 15 Questions), sustainable
marketing (with 3 Questions), market orientation (with 30 Questions) and
performance (with 10 Questions) reaffirming the validity and reliability. To
analyze collected data, structural equation modeling and AMOS software
were employed. Research conceptual model was tested by statistical
techniques and structural equation modeling.
The results indicated that; employed structural equation model, provides a
powerful theoretical model for predicting performance through internal
marketing, sustainable marketing and market orientation. Also, significant
impact of internal marketing on performance and on sustainable marketing,
sustainable marketing on market orientation, market orientation on
performance and indirect impact of internal marketing on performance
through sustainable marketing and market orientation was confirmed.

Keywords

Main Subjects


Abzari, M., Ranjbaran, B., Fathi, S. & Ghorbani, H. (2009). The effect of internal marketing on market orientation and organizational performance in Hotel industry. Journal of Business Management, 8(31), 42-25. (in Persian)
Ahmed, P., Rafiq, M, & Saad, N. (2003), "Internal Marketing and the). Mediating Role of Organizational Competencies", European Journal of Marketing, 37 (9), 1221–1241.
Aragon-Correa, J.A. (1998) Strategic pro-activity and firm approach to the natural environment. Academy of Management Journal, 41(5): 556-567.
 Atefat Doust, A., Khaef Elahi, A., Fani, A. & Danaeifard. (2014). Investigating the effect of internal marketing on organizational performance considering the mediator variables of organizational commitment and Entrepreneurship (Case study: Mobarakeh Steel Company), Journal of Business Administration, 5(4), 42-21. (in Persian)
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: a contingency approach. Journal of product Innovation Management, 12(4), 275-293.
Bhuian, S. N. (1997), Exploring market orientation in banks: an empirical examination in Saudi Arabia. Journal of Services Marketing, 11(5), 28-317.
Bouranta, N., Mavridoglou, G. & Kyriazopoulos, P. (2005) , The Impact of Internal Marketing to Market Orientation Concept and their Effects on Bank Performance, Operational Research, An International Journal, 5(2), 349-392.
Buysse, K. & Verbeke, A. (2003) Proactive environmental strategies: a stakeholder management perspective. Strategic Management Journal, 24(5): 453-470.
Camino, RJ. (2007) Re-evaluating green marketing strategy: a stakeholder perspective. European Journal of Marketing, 41(11/12), 1328-1358.
Cheirani, E., Shahnazi Bejarsari, M., & Alizadeh Matak. (2012). The role of internal marketing in improving the Commercial performance of private banks. Fourth International Conference on Marketing Banking, Tehran, IRIB International Conference Center. (in Persian)
Day, G.S. (1994). The Capabilities of Market-driven Organizations. Journal of Marketing, 58(4), 37-52.     
Deshpande, R., Farely, J. U. & Webster, E. (1993). Corporate culture, customer orientation and innovativeness in Japanese firms. Journal of Marketing, 57(1), 23-27.
 Divandari, A., Mohammadian, M., Shami Zangani, M., Abedi, A. (2014). Including formulation of the framework for the deployment of customer knowledge management in the private commercial banks in Iran, Journal of Business Management, 6(1), 41-66. (in Persian)
Divandari, A., Seyyed javadin, S.R., nahavandian, M., & AghaZadeh, h. (2008). check the relationship between market orientation and performance of Iran commerical banks, Economic Researches, 43(83), 17-40. (in Persian)
Doaei, H., & Bakhtiari, A. (2007). The impact of Culture Market Orientation on commerical performance of piece car maker Company of Mashhad, Quarterly Journal of Commerce, 42, 53-82. (in Persian)
Doukakis, P. (2003). Internal Marketing in the UK Retail Banking Sector: Rhetoric or Reality. Journal of Marketing Management, 7, 197-224.
Elkington, J. & Julia, H. (1988). The Green Consumer Guide. London, UK: Victor Gollancz.
Fry, M. L. & Polonsky, M. J. (2004). Examining the unintended consequences of marketing. Journal of Business Research, 57(11), 1303–1306.
Gray, B., Matcar S., Bashoff, C., Matheson, P. (1998). Developing a better measure of market orientation. European Journal of Marketing, 32 (9/10), 884 – 903.
Greenley G.E. (1995). Market orientation and company performance: empirical evidence from UK companies. Br Journal of Marketing, 6(1), 1-13.
Groosi Mokhtarzadeh, N., & Zamani, M. (2015). Explaning the impact of management market orientation and innovation on firm performance with emphasis on the mediator role of Technological Innovation. Journal of Business Management, 7(2), 463-484. (in Persian)
Henion, Karl E. & Thomas C. Kinnear, (1976). Ecological Marketing. Chicago, IL: American Marketing Association. The University of Wisconsin – Madison.
Hogg, G., Carter, S., & Dunne, A. (1998). Investing in People: Internal Marketing and Corporate Culture. Journal of Marketing Management, 14(8), 879-895.
Hooley G.E. (2003). The performance impact of marketing resources. Journal of Business Research, 4(3), 58-73.
Hooman, H. A. (2014). Structural equation modeling using LISREL software (with modification), the study ICTS Social Sciences, Tehran. (in Persian)
Hunt S.D., Morgan R.M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59.
Jaworski B.J., Kohli A.K. (1993). Market orientation: antecedents and consequences"; Journal of Marketing, 57(3), 53-70.
Jones, P., Clarke, C., Comfort, D., Hillier, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning; 26(2), 123 -130.
Kassarjian, H. (1971). Incorporating Ecology into Marketing Strategy: The Case of Air Pollution. Journal of Marketing, 61-65.
Khodadad Hosseini, H., Shafiee, M., KordNaeig, A., & Mahmoodian, M. (2014). Concept processing the Model for Realization of Sustainable Marketing in Iran's Automotive Industry, Management Researches in Iran, 18(1), 24- 53. (in Persian)
Kohli, A. K. & Jaworski, B. J.(1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1 – 18.
Kumar, V., Rahman, Z., & Kazmi, A.A. (2013). Sustainability Marketing Strategy: An Analysis of Recent Literature. Global Business Review, 14(4) 601–625.
Lings, I., & Greenley, G. (2010). Internal Market Orientation and Market-oriented Behaviours. Journal of Service Management, 21(3), 321-343.
Maignan, I., Ferrell, OC. & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956-977.
Mendleson, N., Polonsky, M.J. (1995). "Using strategic alliances to develop credible greenmarketing"; Journal of Consumer Marketing 12 (2), 4–18.
MohammadKarimi, P., Khosravi, A. (2012). The role of market orientation on the relationship between internal marketing and banking performance. Forth banking service marketing international conference, Tehran, IRIB International Conference Center. (in Persian)
Narver, J. C. & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20– 35.
Obermiller, C., Burke, C. & Atwood, A. (2008). Sustainable business as marketing strategy. Innovative Marketing 4(3), 20-27.
 Panigyrakis, G., Theodoridis, P. (2009). Internal marketing impact on business performance in a retail context. International Journal of Retail & Distribution Management, 37(7), 600 – 628.
Pelham, A.M. (1999). Influence of environment, strategy and market orientation on performance in small industrial firms. Journal of Business Research, 45(1), 33-46.
Polonsky, M. J. & Ottman, J. (1998). Stakeholders’ contribution to the green new product development process. Journal of Marketing Management, 14, 533–557.
Polonsky, MJ. (1995). A stakeholder theory approach to environmental marketing strategy. Journal of Business and Industrial Marketing 10(3): 29-46.
Raju, P.S., Lanial, S.C., Gupta, Y.P. (1995). Market orientation and performance in the hospital industry. Journal of Helth Care Marketing, 15(4), 34-41.
 Ramooz, N., Moshabbaki, A., Ahmadi, P., & Khodadad Hosseini, S.A. (2012). Measuring the tendency towards internal marketing in service industries (Case study: Iranian banking industry). Journal of Business Administration, 4(4), 93-106. (in Persian)
Rezaei Dolatabadi, H., & Khaef Elahi, A. A. (2006). A model for Determine the amount of the impact of market orientation on business With regard to the marketing capabilities in chemical industry, Quarterly lecturer in Humanities, 1(10), 131-161. (in Persian)
Robert, W., Wooliscroft, B., Higham, J. (2010). Sustainable Market Orientation: A New Approach to Managing Marketing Strategy, Journal of Macromarketing, 30(2), 160-170.
Ruekert, R.W. (1992). "Developing a market orientation: an organizational strategy perspective", International Journal of Research in Marketing, 9(3), 45-225.
Seuring, S., & Muller, M. (2008). From a literature review to a conceptual framework for sustainable supply chain management. Journal of Cleaner Production, 16(15), 1699–1710.
Seyyed Javadin, S.R., Rayej, H., Aghamiri, S. A., & Yazdani, H. R. (2010). Internal marketing, A step towards Improve of organizational citizenship behavior and quality of services: Research on big Tehran Gas Company, Management researches in Iran, 14(2), 67-97. (in Persian)
Sheikhian, A.K., Akbari, M., & Fathi, A. (2009). Check the influence of market orientation and marketing strategy on banking performance. The first International Conference on banking services marketing, Tehran, 1-47.
(in Persian)
Shiu, Y. M., & Yu, T. W. (2010). Internal marketing, organisational culture, job satisfaction, and organizational performance in non-life insurance. The Service Industries Journal, 30(6), 793-809.
 Stiri, M., Divandari, A., Seyyed Javadin, S. R., & Khodadad Hosseini, S.A. (2015). Identification of market orientation dimensions in the country's banking service industry with emphasis on the role of Human Resources, Journal of Business Management, 7(2), 295-314. (in Persian)
Webster, F.E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56 (4), 1-17.