impact of interval marketing on market- oriented considering mediatory variables of organizational commitment and organizational citizenship behavior: case of Mellat bank of Tehran.

Document Type : Original Article

Authors

1 Associate Professor, Faculty of Management, University of Tehran

2 Master of Business Administration, University of Tehran

3 Executive Master of Business Administration, University of Tehran

Abstract

The purpose of this paper is to examine the relationship between "internal marketing" and "market orientation" considering the mediator variable of "organizational commitment" in branches of Bank Mellat in the city of Tehran as a financial-service provider firm. The questionnaire in this study has been extracted from the related literature and its validity has been approved by the field experts and factor analysis. The research methodology adopted in this study is typically descriptive and correlation based and the collected data has been analyzed using Structural Equation Modeling (SEM) approach. Research population consisted of Bank Mellat employees throughout the city of Tehran. A sample of 323 employees has been selected using cluster sampling and finally, 261 filled questionnaires has been collected. Findings imply that there is a positive correlation between internal marketing and market orientation considering the mediator variable of organizational commitment in the Bank Mellat of the city of Tehran.

Keywords


1-      ابزری، مهدی؛ رنجبران، بهرام؛ فتحی، سعید؛ قربانی، حسن (1388). تاثیر بازاریابی داخلی بر بازارگرایی و عملکرد سازمانی در صنعت هتلداری، چشم­انداز مدیریت، شماره31، 25-42.
2-      کاظمینی، محمود (1389)، بررسی اثرات بازاریابی درونی بر رفتارهای شهروندی سازمانی و ارتباط آن با کیفیت خدمات ( مطالعه موردی: شعب بانک سامان در تهران). پایان نامه ارشد رشته مدیریت MBA. دانشکده مدیریت دانشگاه تهران.
3-     Ahmed, P. K., & Rafiq, M. (2002). Internal marketing: the tools and concepts for change: Butterworth-Heinemann.
4-     Awwad, M. S., & Agti, D. A. M. (2011). The impact of internal marketing on commercial banks' market orientation. International Journal of Bank Marketing, 29(4), 308-332.
5-     Bateman, T. S., & Organ, D. W. (1983). Job satisfaction and the good soldier: The relationship between affect and employee" citizenship". Academy of management Journal, 587-595.
6-     Bell, S. J., & Menguc, B. (2002). The employee-organization relationship, organizational citizenship behaviors, and superior service quality. Journal of Retailing, 78(2), 131-146.
7-     Berry, L. L. (1981). The employee as customer. Journal of Retail Banking, 3(1), 33-40
8-     Buchanan, B. (1974). Building organizational commitment: The socialization of managers in work organizations. Administrative science quarterly, 533-546
9-     Caruana, A., & Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of Bank Marketing, 16(3), 108-116.
10- Dawley, D. D., Stephens, R. D., & Stephens, D. B. (2005). Dimensionality of organizational commitment in volunteer workers: Chamber of commerce board members and role fulfillment. Journal of vocational Behavior, 67(3), 511-525
11- Erdheim, J., Wang, M., & Zickar, M. J. (2006). Linking the Big Five personality constructs to organizational commitment. Personality and Individual Differences, 41(5), 959-970.
12- Foreman, S. K., & Money, A. H. (1995). Internal marketing: concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768.
13- Gainer, B., & Padanyi, P. (2005). The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations. Journal of Business Research, 58(6), 854-862
14- George, W. R. (1990). Internal marketing and organizational behavior: a partnership in developing customer-conscious employees at every level. Journal of Business Research, 20(1), 63-70
15- Griffin, M. L., & Hepburn, J. R. (2005). Side-bets and reciprocity as determinants of organizational commitment among correctional officers. Journal of Criminal Justice, 33(6), 611-625.
16- Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations: a meta-analysis. European Journal of Marketing, 42(1/2), 115-134..
17- Gronroos, C. (1981). Internal marketing–an integral part of marketing theory. Marketing of services, 236-238.
18- Grönroos, C. (2000). Service management and marketing. European Journal of Marketing, 15(2), 3-31.
19- Harris, L. C., & Ogbonna, E. (2000). The responses of front-line employees to market-oriented culture change. European Journal of Marketing, 34(3/4), 318-340.
20- Jiménez-Jiménez, D., & Cegarra-Navarro, J. G. (2007). The performance effect of organizational learning and market orientation. Industrial Marketing Management, 36(6), 694-708
21- Katz, D., & Kahn, R. L. (1978). The social psychology of organizations.
22- Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 24-41.
23- Kondratuk, T. B., Hausdorf, P. A., Korabik, K., & Rosin, H. M. (2004). Linking career mobility with corporate loyalty: How does job change relate to organizational commitment? Journal of vocational Behavior, 65(2), 332-349
24- Lado, N., Maydeu-Olivares, A., & Rivera, J. (1998). Measuring market orientation in several populations: A structural equations model. European Journal of Marketing, 32(1/2), 23-39.
25- Lam, S. K., Kraus, F., & Ahearne, M. (2010). The diffusion of market orientation throughout the organization: A social learning theory perspective. Journal of Marketing, 74(5), 61-79
26- Liao, S. H., Chang, W. J., Wu, C. C., & Katrichis, J. M. (2011). A survey of market orientation research (1995–2008). Industrial Marketing Management, 40(2), 301-310.
27- MacKenzie, S. B., Podsakoff, P. M., & Fetter, R. (1993). The impact of organizational citizenship behavior on evaluations of salesperson performance. The Journal of Marketing, 70-80.
28- Meyer, J. P., Allen, N. J., & Smith, C. A. (1993). Commitment to organizations and occupations: Extension and test of a three-component conceptualization. Journal of applied psychology, 78(4), 538
29- Namasivayam, K., & Zhao, X. (2007). An investigation of the moderating effects of organizational commitment on the relationships between work-family conflict and job satisfaction among hospitality employees in India. Tourism Management, 28(5), 1212-1223
30- Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 20-35
31- Olavarrieta, S., & Friedmann, R. (2008). Market orientation, knowledge-related resources and firm performance. Journal of Business Research, 61(6), 623-630.
32- Özer, A., Koçak, A., & Çelik, O. (2006). Determinants of market orientation in accounting firms. Marketing Intelligence & Planning, 24(6), 591-607
33- Paliaga, M., & Strunje, Ž. Ekonomska istraživanja, Vol. 24 No. 1 Ožujak 2011.
34- Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., & Fetter, R. (1990). Transformational leader behaviors and their effects on followers' trust in leader, satisfaction, and organizational citizenship behaviors. The Leadership Quarterly, 1(2), 107-142.
35- Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of management, 26(3), 513-563.
36- Rodoula H. Tsiotdou.(2010). Delineating the effect of market orientation on services performance: a component-wise approach. The Service Industries Journal, 30(3), 375-403.
37- Shiu, Y. M., & Yu, T. W. (2010). Internal marketing, organisational culture, job satisfaction, and organisational performance in non-life insurance. The Service Industries Journal, 30(6), 793-809.
38- Tsai, Y., & Wu, S. W. S. (2006). Internal Marketing, Organizational Commitment and Service Quality.
39- Webster, F. E. (1988). The rediscovery of the marketing concept. Business horizons, 31(3), 29-39.
40- Williams, S., & Shiaw, W. T. (1999). Mood and organizational citizenship behavior: The effects of positive affect on employee organizational citizenship behavior intentions. The Journal of Psychology: Interdisciplinary and Applied, 133(6), 656-668.
41- Yoon, C. (2009). The effects of organizational citizenship behaviors on ERP system success. Computers in Human Behavior, 25(2), 421-428.