Investigation of the impact of staff commitment and trust on internal marketing in Bandar Imam Petrochemical Corporation

Subject Areas :

Nahid Hashemi ¹ , Mostafa Karbasioun ² , Sonia souri ^{3 *}

1 - MSc, Executive Management, Islamic Azad University, Khorasgan. Iran.
2 - Assistant Professor, Department of Rural Development, Faculty of Agriculture, University of Shahrekord, Shahrekord. Iran.
3 - Ph. D/Department of Agricultural Extension and Education/faculty of Economy and Agricultural Development/University of Tehran/Karaj/Iran.

Received: 2024-04-03 Accepted : 2025-02-07 Published : 2025-09-04

Keywords: organizational trust, internal marketing, organizational commitment, Bandar Imam Petrochemical Company, staff,

Abstract :

This study aimes to investigate the relationship of organizatioal commitment and trust with internal marketing at Bandar Imam Petrochemical Company. This applied research was implemented as a descriptive survey using a correlational approach. The statistical population of this research consisted of all 8700 staff in Bandar Imam Petrochemical Company, 368 of which were selected randomly as the sample population. The data was gathered using three standard questionnaires, the reliability of which had been approved by relevant experts, and their validity was confirmed using Cronbach's alpha coefficient. Then, the data were analyzed using Spearman correlation coefficient and SPSS software version 23. The findings showed that both organizational commitment and trust have a positive relationship with internal marketing at Bandar Imam Petrochemical Company. All components of organizational commitment including affective commitment, continuous commitment and normative commitment, and also all components of trust consisting of lateral, vertical and institutional trust were revealed to have a positive and meaningful correlation with internal marketing. Therefore, it is suggested that in order to expand internal marketing, it is necessary to pay attention to the requirements and mechanisms needed to provide a suitable environment for internalizing organizational commitment and trust among employees.

References:



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