بررسی نقش واسطه‏ ای بازاریابی پایدار و بازارگرایی در تأثیر بازاریابی درونی بر عملکرد (مطالعۀ موردی: شعب بانک ملت شهر مشهد)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکده علوم اداری و اقتصادی،دانشگاه فردوسی مشهد، مشهد، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

هدف از تحقیق حاضر، بررسی نقش و ساز‌و‌کار تأثیرگذاری بازاریابی درونی بر عملکرد از طریق متغیر میانجی بازاریابی پایدار و بازارگرایی است. بدین‌منظور نمونه‌ای 310 نفری از 900 نفر از کارکنان شعب بانک ملت شهر مشهد انتخاب شدند و پرسشنامۀ محقق‌ساخته‎ای برای سنجش بازاریابی درونی (با 15 گویه)، بازاریابی پایدار (با سه گویه)، بازارگرایی (با 30 گویه) و عملکرد (با 10 گویه) که اعتبار و روایی آن احراز شده بود، در اختیار آزمودنی‎ها قرار گرفت و آنان نیز به تکمیل این پرسشنامه‎ها اقدام کردند. تجزیه و تحلیل به‌کمک روش مدل‌سازی معادلات ساختاری (SEM) و نرم‌افزار Amos صورت پدیرفت. نتایج به‌دست‌آمده نشان داد معادلات ساختاری به‌کار گرفته‌شده، مدل نظری قوی‎ای برای پیش‌بینی عملکرد سازمان از طریق بازاریابی درونی، بازاریابی پایدار و بازارگرایی است. در این تحقیق تأثیر معنادار بازاریابی درونی بر عملکرد تأیید شد. همچنین اثر میانجی بازاریابی پایدار و بازارگرایی در رابطۀ بین بازاریابی درونی و عملکرد نیز به تأیید رسید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

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

نویسندگان [English]

  • Amir Mohammad Fakor 1
  • Fershteh Sadegh 2
1
2
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Internal marketing
  • market orientation
  • sustainable marketing
  • performance
  • Banking Industry
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