بررسی تأثیر میانجی گرایش کارآفرینانه بر رابطه بین بازاریابی داخلی و تعهد سازمانی (مورد مطالعه: ادارات ستادی شرکت بهره‌برداری نفت و گاز آغاجاری)
محورهای موضوعی : مدیریت بازرگانی
مهدی بصیرت
1
(عضو هیأت علمی (استادیار) دانشگاه آزاد اسلامی، واحد علوم و تحقیقات خوزستان، اهواز، ایران)
صاحب ایمانی
2
(کارشناسی ارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بین‌المللی خلیج فارس، خرمشهر، ایران)
منصور زراء نژاد
3
(استاد گروه اقتصاد، دانشگاه شهید چمران، اهواز، ایران)
عامر دهقان نجم آبادی
4
(دانشجوی دکتری مدیریت کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران)
کلید واژه: تعهد سازمانی, بازاریابی داخلی, گرایش کارآفرینانه, شرکت بهره‌برداری نفت و گاز آغاجاری,
چکیده مقاله :
هدف پژوهش حاضر بررسی تأثیر بازاریابی داخلی بر تعهد سازمانی با تأکید بر نقش میانجی گرایش کارآفرینانه است. این پژوهش بر مبنای هدف از نوع کاربردی، از حیث روش به دست آوردن داده ها از نوع توصیفی- علّی و از نظر نوع داده های جمع آوری شده از گونهء کمی (استفاده از پرسشنامه) است. جامعه آماری پژوهش شامل ادارات ستادی شرکت بهره‌برداری نفت و گاز آغاجاری است که با استفاده از روش نمونه گیری تصادفی طبقه ای و فرمول کوکران، تعداد 100 نفر به عنوان حجم نمونه انتخاب شدند. تجزیه و تحلیل اطلاعات با استفاده از روش مدل‌سازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرم افزار Smart PLS صورت پذیرفت. نتایج پژوهش حاکی از تأثیر مثبت و معنادار بازاریابی داخلی بر تعهد سازمانی، بازاریابی داخلی بر گرایش کارآفرینانه و در نهایت گرایش کارآفرینانه بر تعهد سازمانی می باشد.
The present study evaluates the effect of internal marketing on organizational commitment with an emphasis on the mediating role of entrepreneurial orientation. The study is an applied research from the viewpoint of the purpose,a descriptive-causal one from the standpoint of data collection,and a quantitative one from the viewpoint of the type of the gathered data (questionnaire). The statistical population includes the headquarter offices of Aghajari oil and gas operating company,from which 100 people were selected as the research sample through the use of stratified random sampling method and Cochran formula.The data were analyzed by structural equation modeling(SEM)method,using partial least squares (PLS) approach as wellas Smart PLS software. The results indicate the significant positive effect of internal marketing on organizational commitment, the effect of internal marketing on entrepreneurial orientation, and ultimately, the effect of entrepreneurial orientation on organizational commitment.
- AmirKabiri, A; Mirabi, V and Salehi Sadaghiyani, P. (2011), “Investigating the Effect of Internal Marketing Activities on Organizational Commitment Elements”, Journal of Management Studies and Developmental Development, N 65, 27- 46.
- Beyghi Nia, A; Sardari, A and Ashurizadeh, A. (2013), “The Relationship between Individual and Organizational Values with Employee Organizational Commitment: Al-Mahdi Co”, Hormozgan Province, Management Studies in Iran, N 17, V 2, 19-41.
- Parsa, M and Nazem, F. (2010), “Relationship between Entrepreneurship and Organizational Commitment with Job Burnout”, New Quarterly Journal of Industrial-Organizational Psychology, N 1, V 3, 7-17.
- Jozani, N. (2008), “A look at the human resources situation in the oil industry, the Monthly Energy Sector”, N 1, V 11, 20-23.
- Hasan Gholipur, T; Ansari, M and Elahi A. (2012), “Investigating the Effect of Internal Marketing on Market Orientation in Service Organizations, Emphasizing on the Mediating Role of Organizational Citizenship Behaviors and Organizational Commitment Survey of Mellat Bank of Tehran”, Commercial Management, N 4, V 11, 39-54.
- Haghighi, M; Jozani, N and Ghasemi, M. (2010), “Designing and Explaining the Impact Model of Diversity Management on Organizational Commitment, Journal of Public Management Outlook, N 2, 41- 55.
- Soltan Panah, H; Shafee, R; Karimi, P and khosravi, A. (2009), “Investigating the Role of Internal Marketing on Innovation in the Organization”, The First International Management Conference, Innovation and Entrepreneurship in Shiraz.
- Soleymani, A. (2012), “The Importance and Function of Internal Marketing in the Banking Industry, Bank Quarterly and Economics”,N 121, 29-39.
- Shafiee, M. (2013), “Organizational Commitment in Innovative Knowledge Based Companies; Team Integrity and Business Survival in a Competitive Environment, Technology Development Quarterly”, V 9, N 34, 44- 52.
- Taleghani, M. (2013), “The Effect of Internal Marketing Components on Organizational Commitment of Bank Employees, Management Engineering Monthly”, N 6, V 52, 4- 9.
- Mobini Dehkordi, A; Rezazadeh, A; Najm Abadi, A and Najm Abadi, M. (2012), “The Effect of Organizational Culture on Organizational Incentive Orientation (Case Study: Zamyad Automobile Company)”, Entrepreneurship Development, N 5, V 2, 47- 66.
- Abbott, G. N., White, F. A., & Charles, M. A. (2005), Linking values and organizational commitment: A correlational and experimental investigation in two organizations. Journal of occupational and organizational psychology, 78(4), 531-551.
- Ahmed, P. K., & Rafiq, M. (2003), Internal marketing issues and challenges. European Journal of marketing, 37(9), 1177-1186.
- 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.
- Allen, N. J., & Meyer, J. P. (1990), The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational psychology, 63(1), 1-18.
- Awang, A. B., b Ahmad, Z. A., & b Subari, K. A. (2010), Entrepreneurial Orientation among Bumiputera Small and Medium Agro-Based Enterprises (BSMAEs) in West Malaysia: Policy Implication in Malaysia. International Journal of Business and Management, 5(5), 130-143
- Byrne, B. M. (2013), Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Psychology Press.
- Certo, S. T., Moss, T. W., & Short, J. C. (2009), Entrepreneurial orientation: An applied perspective. Business Horizons, 52(4), 319-324.
- Chang, S. C., Lin, R. J., Chang, F. J., & Chen, R. H. (2007), Achieving manufacturing flexibility through entrepreneurial orientation. Industrial Management & Data Systems, 107(7), 997-1017.
- Cooper, J., & Cronin, J. J. (2000), Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177-181.
- Dalvi, M. R., Taleghani, M., Rajaee, M. B. (2013), The Effect of Internal Marketing on Outcomes and Factors Organizational Commitment (Case Study: Hotels in Esfahan), Journal of Basic Applied Scientific Research, 3(1), 429-435.
- De Clercq, D., & Rius, I. B. (2007), Organizational Commitment in Mexican Small and Medium‐Sized Firms: The Role of Work Status, Organizational Climate, and Entrepreneurial Orientation. Journal of Small Business Management, 45(4), 467-490.
- DeConinck, J. B., & Bachmann, D. P. (2011), Organizational commitment and turnover intentions of marketing managers.Journal of applied business research (JABR),10(3),87-95.
- Dess, G.G. and Lumpkin, G.T. (2005), “The role of entrepreneurial orientation in stimulating effective corporate entrepreneurship”, Academy of Management Executive, 19(1), 147-156.
- Doukakis, I., & Kitchen, P. J. (2004), Internal marketing in UK banks: conceptual legitimacy or window dressing? International Journal of Bank Marketing, 22(6), 421-452.
- Farsi, J. Y., Rezazadeh, A., & Najmabadi, A. D. (2013), Social Capital and Organizational Innovation: The Mediating Effect of Entrepreneurial Orientation. Journal of Community Positive Practices, 13(2), 22-40.
- Fornell, C., & Larcker, D. F. (1981), Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
- 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.
- Iliopoulos, E., & Priporas, C. V. (2011), The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC health services research, 11(1), 261.
- Kline, R. B. (2011), Principles and practice of structural equation modeling. Guilford press.
- Lambert, E. G., & Hogan, N. L. (2010), Wanting change: The relationship of perceptions of organizational innovation with correctional staff job stress, job satisfaction, and organizational commitment. Criminal Justice Policy Review, 21(2), 160-184.
- Lings, I. N., Greenley, G. E. (2010), Internal market orientation and marker-orientation behaviours. Journal of Service Management, 21(3), 322-324.
- Lumpkin, G. T., Cogliser, C. C., & Schneider, D. R. (2009), Understanding and measuring autonomy: An entrepreneurial orientation perspective. Entrepreneurship Theory and Practice, 33(1), 47-69.
- Meyer, J. P., & Herscovitch, L. (2001), Commitment in the workplace: Toward a general model. Human resource management review, 11(3), 299-326.
- 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.
- Morrow, P. C. (2011), Managing organizational commitment: Insights from longitudinal research. Journal of Vocational Behavior, 79(1), 18-35.
- Najmabadi, A. D., Rezazadeh, A., & Shoghi, B. (2013), Entrepreneurial orientation and firm performance: the moderating effect of organizational structure. Asian Journal of Research in Business Economics and Management, 3(2), 142-164.
- Raub, S., & Robert, C. (2013), Empowerment, Organizational Commitment, and Voice Behavior in the Hospitality Industry Evidence from a Multinational Sample. Cornell Hospitality Quarterly, 54(2), 136-148.
- Samila, S; Sorenson, O. (2011), "Venture capital, Entrepreneurship and Economic growth", The Review of Economics and Statistics, 93(1), 338–349.
- Su, Z., Xie, E., & Li, Y. (2011), Entrepreneurial orientation and firm performance in new ventures and established firms. Journal of Small Business Management, 49(4), 558-577.
- Ting, S. C. (2011), The effect of internal marketing on organizational commitment: job involvement and job satisfaction as mediators. Educational Administration Quarterly, 47(2), 353-382.
- Unger, J. M., Rauch, A., Frese, M., & Rosenbusch, N. (2011), Human capital and entrepreneurial success: A meta-analytical review. Journal of Business Venturing, 26(3), 341-358.
- Wiklund, J., Shepherd, D., (2003), Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium sized businesses. Strategic Management Journal, 24, 1307−1314.
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- AmirKabiri, A; Mirabi, V and Salehi Sadaghiyani, P. (2011), “Investigating the Effect of Internal Marketing Activities on Organizational Commitment Elements”, Journal of Management Studies and Developmental Development, N 65, 27- 46.
- Beyghi Nia, A; Sardari, A and Ashurizadeh, A. (2013), “The Relationship between Individual and Organizational Values with Employee Organizational Commitment: Al-Mahdi Co”, Hormozgan Province, Management Studies in Iran, N 17, V 2, 19-41.
- Parsa, M and Nazem, F. (2010), “Relationship between Entrepreneurship and Organizational Commitment with Job Burnout”, New Quarterly Journal of Industrial-Organizational Psychology, N 1, V 3, 7-17.
- Jozani, N. (2008), “A look at the human resources situation in the oil industry, the Monthly Energy Sector”, N 1, V 11, 20-23.
- Hasan Gholipur, T; Ansari, M and Elahi A. (2012), “Investigating the Effect of Internal Marketing on Market Orientation in Service Organizations, Emphasizing on the Mediating Role of Organizational Citizenship Behaviors and Organizational Commitment Survey of Mellat Bank of Tehran”, Commercial Management, N 4, V 11, 39-54.
- Haghighi, M; Jozani, N and Ghasemi, M. (2010), “Designing and Explaining the Impact Model of Diversity Management on Organizational Commitment, Journal of Public Management Outlook, N 2, 41- 55.
- Soltan Panah, H; Shafee, R; Karimi, P and khosravi, A. (2009), “Investigating the Role of Internal Marketing on Innovation in the Organization”, The First International Management Conference, Innovation and Entrepreneurship in Shiraz.
- Soleymani, A. (2012), “The Importance and Function of Internal Marketing in the Banking Industry, Bank Quarterly and Economics”,N 121, 29-39.
- Shafiee, M. (2013), “Organizational Commitment in Innovative Knowledge Based Companies; Team Integrity and Business Survival in a Competitive Environment, Technology Development Quarterly”, V 9, N 34, 44- 52.
- Taleghani, M. (2013), “The Effect of Internal Marketing Components on Organizational Commitment of Bank Employees, Management Engineering Monthly”, N 6, V 52, 4- 9.
- Mobini Dehkordi, A; Rezazadeh, A; Najm Abadi, A and Najm Abadi, M. (2012), “The Effect of Organizational Culture on Organizational Incentive Orientation (Case Study: Zamyad Automobile Company)”, Entrepreneurship Development, N 5, V 2, 47- 66.
- Abbott, G. N., White, F. A., & Charles, M. A. (2005), Linking values and organizational commitment: A correlational and experimental investigation in two organizations. Journal of occupational and organizational psychology, 78(4), 531-551.
- Ahmed, P. K., & Rafiq, M. (2003), Internal marketing issues and challenges. European Journal of marketing, 37(9), 1177-1186.
- 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.
- Allen, N. J., & Meyer, J. P. (1990), The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational psychology, 63(1), 1-18.
- Awang, A. B., b Ahmad, Z. A., & b Subari, K. A. (2010), Entrepreneurial Orientation among Bumiputera Small and Medium Agro-Based Enterprises (BSMAEs) in West Malaysia: Policy Implication in Malaysia. International Journal of Business and Management, 5(5), 130-143
- Byrne, B. M. (2013), Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Psychology Press.
- Certo, S. T., Moss, T. W., & Short, J. C. (2009), Entrepreneurial orientation: An applied perspective. Business Horizons, 52(4), 319-324.
- Chang, S. C., Lin, R. J., Chang, F. J., & Chen, R. H. (2007), Achieving manufacturing flexibility through entrepreneurial orientation. Industrial Management & Data Systems, 107(7), 997-1017.
- Cooper, J., & Cronin, J. J. (2000), Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177-181.
- Dalvi, M. R., Taleghani, M., Rajaee, M. B. (2013), The Effect of Internal Marketing on Outcomes and Factors Organizational Commitment (Case Study: Hotels in Esfahan), Journal of Basic Applied Scientific Research, 3(1), 429-435.
- De Clercq, D., & Rius, I. B. (2007), Organizational Commitment in Mexican Small and Medium‐Sized Firms: The Role of Work Status, Organizational Climate, and Entrepreneurial Orientation. Journal of Small Business Management, 45(4), 467-490.
- DeConinck, J. B., & Bachmann, D. P. (2011), Organizational commitment and turnover intentions of marketing managers.Journal of applied business research (JABR),10(3),87-95.
- Dess, G.G. and Lumpkin, G.T. (2005), “The role of entrepreneurial orientation in stimulating effective corporate entrepreneurship”, Academy of Management Executive, 19(1), 147-156.
- Doukakis, I., & Kitchen, P. J. (2004), Internal marketing in UK banks: conceptual legitimacy or window dressing? International Journal of Bank Marketing, 22(6), 421-452.
- Farsi, J. Y., Rezazadeh, A., & Najmabadi, A. D. (2013), Social Capital and Organizational Innovation: The Mediating Effect of Entrepreneurial Orientation. Journal of Community Positive Practices, 13(2), 22-40.
- Fornell, C., & Larcker, D. F. (1981), Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
- 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.
- Iliopoulos, E., & Priporas, C. V. (2011), The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC health services research, 11(1), 261.
- Kline, R. B. (2011), Principles and practice of structural equation modeling. Guilford press.
- Lambert, E. G., & Hogan, N. L. (2010), Wanting change: The relationship of perceptions of organizational innovation with correctional staff job stress, job satisfaction, and organizational commitment. Criminal Justice Policy Review, 21(2), 160-184.
- Lings, I. N., Greenley, G. E. (2010), Internal market orientation and marker-orientation behaviours. Journal of Service Management, 21(3), 322-324.
- Lumpkin, G. T., Cogliser, C. C., & Schneider, D. R. (2009), Understanding and measuring autonomy: An entrepreneurial orientation perspective. Entrepreneurship Theory and Practice, 33(1), 47-69.
- Meyer, J. P., & Herscovitch, L. (2001), Commitment in the workplace: Toward a general model. Human resource management review, 11(3), 299-326.
- 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.
- Morrow, P. C. (2011), Managing organizational commitment: Insights from longitudinal research. Journal of Vocational Behavior, 79(1), 18-35.
- Najmabadi, A. D., Rezazadeh, A., & Shoghi, B. (2013), Entrepreneurial orientation and firm performance: the moderating effect of organizational structure. Asian Journal of Research in Business Economics and Management, 3(2), 142-164.
- Raub, S., & Robert, C. (2013), Empowerment, Organizational Commitment, and Voice Behavior in the Hospitality Industry Evidence from a Multinational Sample. Cornell Hospitality Quarterly, 54(2), 136-148.
- Samila, S; Sorenson, O. (2011), "Venture capital, Entrepreneurship and Economic growth", The Review of Economics and Statistics, 93(1), 338–349.
- Su, Z., Xie, E., & Li, Y. (2011), Entrepreneurial orientation and firm performance in new ventures and established firms. Journal of Small Business Management, 49(4), 558-577.
- Ting, S. C. (2011), The effect of internal marketing on organizational commitment: job involvement and job satisfaction as mediators. Educational Administration Quarterly, 47(2), 353-382.
- Unger, J. M., Rauch, A., Frese, M., & Rosenbusch, N. (2011), Human capital and entrepreneurial success: A meta-analytical review. Journal of Business Venturing, 26(3), 341-358.
- Wiklund, J., Shepherd, D., (2003), Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium sized businesses. Strategic Management Journal, 24, 1307−1314.