Study of the Effect of Internal Marketing on Market-Orientation and Service Organizations' Performance (Case Study: Branches of Refah Bank in City of Arak)

Subject Areas : Jounal of Marketing Management

S. Sarmad Saidi ¹ ( )
M. A. Jamshidian ² ( )

Received: 2013-08-21 Accepted : 2013-08-21 Published : 2013-03-21

Keywords: Internal Marketing, organizational commitment, Organizational citizenship beh, Market orientation, Organizational Performance,

Abstract :

Purpose: The purpose of this paper is to examine the effect of internal marketing, organizational commitment, organizational citizenship behaviors on Services organizations' performance and market orientation. Methodology: The present research in terms of goal is an applied type and in terms of gathering information is a causal one. In this research, in order to father information a field research method and a standardized questionnaire were used. The statistical population is the employees working at Refah Bank in city of Arak and the citizens (customers) using the services provided by this bank. In order to conduct the research, two sample sizes (personnel and customers) of 150 questionnaires were used. The reliability of the questionnaire was proved through Cronbach alpha and the reliability of the questionnaire was proved by some of the experts of the statistical population and marketing tutors. In order to process data, Lisrel software was used.  Findings: The research results indicate that the internal marketing is featured to have positive effects on organizational commitment, organizational citizenship behavior, market-orientation and organizational performance. Also, the organizational commitment has positive effect on the organizational citizenship behavior.