Identifying the Impact of Internal Marketing on Organizational Commitment: The Role of Job Involvement and Job Satisfaction

Subject Areas :

sekhavat bahadori ¹ , amir hossein mirzaee ² , hamid kakaei ³ , Gholamreza Abbasi ^{4 *}

1 - Master of Business Administration, Bushehr Branch of Azad University, Iran
2 - Islamic Azad University, Shahid Haj Ghasem Soleimani Branch (Kerman)
3 - Islamic Azad University, Central Tehran Branch, Tehran, Iran
4 - Azad University

Received: 2022-03-28 Accepted : 2022-03-28 Published : 2021-09-23

Keywords: Organizational Commitment, Job Involvement, Job satisfaction, internal marketing, knowledge-based. companies,

Abstract :

Today, the importance of knowledge-based companies is not hidden from anyone because of their role in the development of countries. The human resources in these companies play a leading role and paying attention to issues related to them such as organizational commitment, job attachment, job satisfaction and issues related to internal marketing, help companies to overcome their challenges and problems. Hence the present study aimed to identify the impact of internal marketing on organizational commitment with the mediating role of job involvement and job satisfaction. The research method is based on the purpose of the applied type, in terms of the method of obtaining data is descriptive-survey type and in terms of the type of data collected is quantitative. The statistical population of the study included 178 employees of knowledge-based companies in the Science and Technology Park of the University of Tehran. Using Morgan table and simple random sampling method, 118 people were determined as the statistical sample size. Structural equation method using PLS software was used to analyze the data. The results indicate the positive and significant effect of internal marketing on organizational commitment. It was also concluded that job involvement and job satisfaction play a mediating role between the relationship between internal marketing and organizational commitment. Finally, it is suggested that managers and officials of knowledge-based companies, considering the importance of the proposed components, especially the components of internal marketing, to consider special programs to improve these components.