Investigating the dimensions of internal marketing on the commitment of employees of Zanjan Municipality departments with the mediating role of employees' attitude towards work

Subject Areas : Jounal of Marketing Management

vahideh alipoor ¹ ( Assistant Professor, Department of Management and Accounting, Zanjan University, Zanjan, Iran )
mohammad Bashokouh Ajirlo ² ( Associate Professor, Department of Business Management, Mohaghegh Ardabili University, Ardabil, Iran )
atefeh mehri bazghaleh ³ ( PhD student in Business Management, Mohaghegh Ardabili University, Ardabil, Iran )
anis mehri bazghaleh ⁴ ( Master of Business Management, Payame Noor University, West Tehran, Tehran, Iran )

Received: 2021-06-01 Accepted : 2021-09-26 Published : 2021-10-23

Keywords: Dimensions of Internal Marketing, Zanjan Municipality, employee attitude, Employee Commitment, Internal Marketing,

Abstract :

Employee commitment as a vital force in the survival and profitability of organizations can continually influence them to provide quality services. The aim of this study is to investigate the factors affecting the commitment of Zanjan municipal employees. This study is applied in terms of purpose and nature of the survey-causal. The statistical population of this study includes 723 municipal employees in the three regions of Zanjan, of which 248 people were selected according to the Cochran's formula and simple random sampling method. Data were collected using a standard questionnaire, the reliability of which was confirmed using Cronbach's alpha coefficient of 0.802, and its analysis using structural equation modeling showed that the assumptions related to the variables affecting commitment were related, respectively. Internal (with a path coefficient of 0.50), motivation (with a path coefficient of 0.35), empowerment (with a path coefficient of 0.30), information and communication technology (with a path coefficient of 0.23), justice and fairness (with a path coefficient of 0.18) and teamwork (with a path coefficient of 0.12) was confirmed. Also, this hypothesis was not confirmed due to the fact that the value of T-statistic (1.63) in the relationship between development and education variables and commitment was less than 1.96.

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