Employees' Attitude toward Management Commitment to Internal Marketing and the Emphasis of Managers on Informal Internal Communication in Agriculture Jihad Organization
محورهای موضوعی : Decision-makingمحمدرضا آزاده دل 1 , مهناز شکری 2
1 - گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - دانش آموخته کارشناسی ارشد، مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
کلید واژه: Attitude, internal marketing, managerial commitment,
چکیده مقاله :
One of the most important factors for successful implementation of activities, maintaining status and keeping balance in an organization is human resources. The present study aims to analyze the role of informal internal staffing as a mediator in explaining the attitudes of the employees of the Agriculture Jihad Organization (AJO) of Guilan Province through the commitment of management to internal marketing. The target population of the study was composed of the employees of AJO. Simple random sampling approach was applied for choosing subjects. To test the hypotheses, structural equation modeling (SEM) and Smart PLS software were used. The results showed that due to the low commitment of management to internal marketing in the statistical society, informal relationships were hard to form between employees and management and the positive attitude toward work was at a low level. This becomes more important when the hypothesis is confirmed, but the severity of the coefficients indicates the moderate relationship between the main variables of the research.
منابع انسانی یکی از مهمترین عوامل مؤثر بر موفقیت در انجام کارها، حفظ شرایط و حفظ تعادل در سازمان است. این مطالعه به دنبال تحلیل نقش کارکنان داخلی غیررسمی به عنوان واسطه در توجیه نگرش کارکنان سازمان جهاد کشاورزی استان گیلان ازطریق تعهد مدیریت به بازاریابی داخلی است. جمعیت هدف از کارکنان سازمان جهاد کشاورزی تشکیل می‌شد. شرکت‌کننده‌ها ازطریق روش نمونه‌برداری تصادفی ساده انتخاب شدند. فرضیه‌ها به کمک مدلسازی معادلات ساختاری (SEM) و نرم‌افزار Smart PLS مورد آزمون قرار گرفتند. نتایج نشان داد که به خاطر تعهد کم مدیریت به بازاریابی داخلی در جامعة آماری، ارتباطات غیررسمی به سختی بین کارکنان و مدیریت ایجاد می‌شد و نگرش مثبت به کار در سطح پایینی قرار داشت. این موضوع زمانی اهمیت مضاعف می‌یابد که فرضیه تأیید شده باشد. اما شدت ضرایب حاکی از وجود رابطة متوسط بین متغیرهای اصلی این پژوهش‌اند.
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