اثر بازاریابی داخلی و کارآفرینی سازمانی بر عملکرد(بهره‌وری، مالی و توسعه کارکنان) بانک تجارت
محورهای موضوعی : مدیریت بازرگانیداریوش طهماسبی 1 , هاشم آقازاده 2 , امید سلیمان زاده 3
1 - دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت،پردیس فارابی دانشگاه تهران، قم، ایران
2 - دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 - دانشجوی دکترای گروه مدیریت بازرگانی،دانشگاه شهید بهشتی،تهران،ایران
کلید واژه: عملکرد, کارآفرینی سازمانی, بازاریابی داخلی, بهره‌وری,
چکیده مقاله :
هدف پژوهش حاضر مشخص کردن اثر بازاریابی داخلی بر عملکرد(بهره‌وری، مالی و توسعه کارکنان) بانک تجارت با نقش میانجی کارآفرینی سازمانی بوده است. این پژوهش از نوع همبستگی است و برای گردآوری داده‌ها از پرسش نامه طیف پنج گزینه‌ای لیکرت استفاده‌شده است. جامعه آماری پژوهش، رؤسا و معاونان شعب بانک تجارت استان اردبیل را شامل می‌شود. جامعه آماری این پژوهش شامل 95 نفر بود که از این تعداد نمونه 76 نفری به روش نمونه‌گیری خوشه‌ای انتخاب‌شده و داده‌ها از طریق پرسش نامه و مطالعات کتابخانه‌ای گردآوری شده است. همچنین جهت آزمون فرضیات تحقیق، مدل معادلات ساختاری و به‌ویژه تکنیک تحلیل مسیر به کار گرفته‌شده و به این منظور از نرم‌افزارهای آماری اس‌پی‌اس‌اس 17 و اسمارت پی‌ال‌اس استفاده‌شده است. یافته‌های پژوهش پس از تحلیل مسیر نشان داد که بین بازاریابی داخلی و کارآفرینی سازمانی و عملکرد بانک تجارت رابطه معناداری داشتند و همچنین بین کارآفرینی سازمانی بر عملکرد بانک تجارت نیز رابطه معناداری وجود دارد. نتیجه حاصل حاکی از این است که در دنیای سریع و رقابتی امروز بین بانک‌ها، انگیزش کارکنان و بالا بردن رفتارهای مثبت و پذیرش نیازهای خود، قبل از سازمان، به یک چالش بزرگ تبدیل‌شده است. از طرف دیگر بانک تجارت برای ایجاد تصویر متمایز در بین مشتریان می‌بایست به مقوله بازاریابی داخلی و کارآفرینی سازمانی توجه فراوان داشته باشند؛ زیرا که عملکرد مؤثر منجر به ایجاد تمایز بانک تجارت در نزد مشتریان می‌گردد.
The keys to long-term economic survival in today's dynamic and competitive working environment are organizations’ adaptability and environmental compatibility viably through in-service learning. In this state of flux, organizational survival, competition and growth depends more than ever on improving organizational learning capacity. The purpose of the present enquiry, thus, was to explain the employee organizational learning model based on improving employees’ productivity and reducing their burnout at Payam-e Noor University, Tabriz Branch. The research population comprised the employees at Payam-e Noor University, Tabriz Branch and the research data were accumulated using three questionnaires. Learning was operationalized based on Gomez et al. (2005), productivity was quantified employing the Harry and Goldsmith model (1980) and job burnout was measured using David Gold model (1989). The research data were analyzed via SPSS software; Descriptive statistics of the data were calculated and the research hypotheses were tested via Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The results of the data analyses revealed that organizational learning has a significant and positive relationship with productivity and a significant and inverse relationship with burnout.
Abzari, M., Ranjbaran, B., Fathi, S., & Ghorbani, H. (2010), The Impact of Internal Marketing on Market Orientation and Organizational Performance in Hotel Industry. Journal of Business Management, 91,42-23, (In Persian).
Asadi, M. (2016), Ranking Competencies of Physical Education Managers Across the Country. Master's Thesis, Arak: Islamic Azad University, (In Persian).
Antoncic, B., & Hisrich R.D.(2004), Corporate Entrepreneurship Contingencies and Organizational Wealth Creation, Journal of Management Development, 23(6), 518-550.
Ando, Y.(2012), Impact of Internal Marketing on Operatinal Performance: An Empirical Study in Low Cost Carrie Carrier Industry. Procedia Social and Behavioral Sciences, 65, 913-918.
Bansal, S., Mendelson, B., & Sharma, B. (2001), The Impact of Internal Marketing Activities on External Marketing Outcomes. Journal of Quality Management, 61-76.
Barzoki, A. S., & Ghujali, T. (2013), Study the Relationship of Internal Marketing with Job Satisfaction, Organizational Commitment and Organizational Citizenship Behavior. International Journal of Academic Research in Business and Social Sciences, 3(3).
Cooper, J., & Cronin, J. (2011), Internal Marketing: Competitive Strategy for the Long-Term Care Industry, Journal of Business Research, 8(6), 166-181.
Ergün E. (2004), Connecting the Link between Corporate Entrepreneurship and Innovative Performance. Global Business and Technology Association Annual Conference.
July, C. T., Foreman, S. K., & Money, A. H. (2013), Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 11, 755-768.
Foreman, A., & Money, H.(2013), Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 21,755-76.
Fregidou-Malama, M., & Hyder, A. S. (2015), Impact of Culture on Marketing of Health Services–Elekta in Brazil. International Business Review, 24(3), 530-540.
Garud, R., Schildt, H. A., & Lant, T. K. (2014), Entrepreneurial Storytelling, Future Expectations, and the Paradox of Legitimacy. Organization Science, 25(5), 1479-1492.
Giorgi, S., Lockwood, C., & Glynn, M. A. (2015),The Many Faces of Culture: Making Sense of 30 Years of Research on Culture in Organization Studies. The Academy of Management Annals, 9(1), 1-54.
Hanim, F., Taufek, B. M., Zulkifle, Z. B., Bin, M. Z., & Sharif, M. (2016), Sustainability in Employment: Reward System and Work Engagement. Procedia Economics and Finance, 35, 699-704.
Hasangholipour, T., Ansari, M., & Ellahigol, A. (2013), Investigating the Effect of Internal Marketing on Market Orientation in Service Organizations, Emphasizing on the Mediating Role of Organizational Citizenship Behaviors and Organizational Commitment, Survey Study of Mellat Bank of Tehran. Journal of Business Management, 11, 34-93, (In Persian).
Husseina, N., Omara, S., Noordina, F., & Ishaka, N. A. (2016), Learning Organization Culture, Organizational Performance and Organizational Innovativeness in a Public Institution of Higher Education in Malaysia: A Preliminary Study. Procedia Economics and Finance, 37, 512-519.
Hogg, G., & Carter, S. (2000), Employee attitudes and responses to internal marketing, Internal Marketing, Directions for Management, London: Routledge.
Lings, I. N., & Greenley, G. E. (2010), Internal Market Orientation and Marker Orientati on Behaviours. Journal of Service Management, 21(3), 322-324.
Ullah, M., & Ahmad, H. (2017), The Impact of Internal Marketing on the Organizational Performance through Organizational Culture Mediation. Abasyn Journal of Social Sciences, 10(1).
Martz, W. (2013). Evaluating Organizational Performance: Rational, Natural, and Open system Models. American Journal of Evaluation, 34(3), 385-401.
Mohammadi, R., Hashemi, R., & Moradi, A. (2012), Study of Effects of Internal Marketing on Customer Orientation (Food & Drug Distribution Companies of Kermanshah Province. International Research Journal of Applied and Basic Sciences, 3, 2337-2344.
Nasr Esfahani, A., Amiri, Z., & Farokhi, M. (2014), The Impact of Internal Marketing on Organizational Innovation. Entrepreneurship Development Journal, 37, 37-45, (In Persian).
Namamian, F., & Feyzollahi, S. (2016), The Impact of Organizational Entrepreneurship on Organizational Performance with Mediating Innovation Role (Case Study: Ilam Industrial Town). Elam University of Entrepreneurship Journal, 16(46 & 47), (In Persian).
Nahid, M., Zali, M., Hoseinzadeh, M., & Sajednia, F.(2014), Investigating the Effect of Climate Barrier on Innovation (Case Study: Islamic Entrepreneurship and Ideas Research Institute). Entrepreneurship Development Journal, 3, 47-66, (In Persian).
Nargesian, A., Tahmasebi Aghbolaghi, D. & Dindar, Y. (2015), Studying of The Impact Political Marketing Tools in Public Participation (Case Study: the Citizens of Region Five in Tehran, Iran). Journal of Public Administration, (3), 603- 624, (In Persian).
Pizzinatto, A. K., Pizzinatto, N. K., Giuliani, A. C., & Pizzinatto, N. K. (2016), Internal Marketing and Organizational Culture: A Case on Multi Brands Company.
Papasolomou, I., & Kitchen, P. J. (2004), Internal Marketing in UK Banks: Conceptual Legitimacy or Window Dressing?. International Journal of Bank Marketing, 22. 420-452.
Rebelo, M. F., Santos, G., & Silva, R. (2016), Integration of Management Systems: Towards a Sustained Success and Development of Organizations. Journal of Cleaner Production, 1-16.
Redzaa, A., Nordina, S. M., Saadb, S., & Wahaba, H. (2014), Inter-Organization Communication Management between Organizations in a Subsidized Fertilizer Market in Malaysia, UMK Procedia, 1, 33-41.
Sarmad S, S., & Jamshidian, M. (2014), Investigating the Effect of Internal Marketing on Markets and Functioning of Service Organizations. Marketing Management, 19,131-31, (In Persian).
Scheepers, M. J., Hough, J., & Bloom, J. Z. (2008), Nurturing the Corporate Entrepreneurship Capability. Southern African Business Review, 12(3), 50-75.
Saeidipour, B., Arfaei, A., Mohammadi, R., & Akbari, P. (2014), The Analysis Impact of Market Orientation and Internal Marketing on Job Satisfaction (Case Study: Food & Drug Distribution Companies of Kermanshah Province), Applied mathematics in Engineering, Management and Technology, 2, 146-153.
Tsai, Y.(2014), Learning Organizations, Internal Marketing, and Organizational Commitment in Hospitals, BMC Health Services Research, 14(1).
Twomey. D. F. A., & Harris, D. F., & Harris, D. L. (2000), From Strategy to Corporate Outcomes. Aligining human resource management.
Tony, Sh. & Wei, Y. (2010), Internal Marketing and Its Basis for Sound Customer Relationship Management. Journal of Management & Marketing in Healthcare, 3 & 4, 256-263.
Venkatraman, N., & Ramanujam, V. (1986), Measurement of Business Performance in Strategy Research: A Comparison of Approaches. The Academy of Management Review, 11(4), 801-814.
Zampetakis, L. A., & Moustaki, V. (2010), An Exploratory Research on the Factors Stimulating Corporate Entrepreneurship in the Greek Public Sector. International Journal of Manpower, 31(8), 871-887.
_||_Abzari, M., Ranjbaran, B., Fathi, S., & Ghorbani, H. (2010), The Impact of Internal Marketing on Market Orientation and Organizational Performance in Hotel Industry. Journal of Business Management, 91,42-23, (In Persian).
Asadi, M. (2016), Ranking Competencies of Physical Education Managers Across the Country. Master's Thesis, Arak: Islamic Azad University, (In Persian).
Antoncic, B., & Hisrich R.D.(2004), Corporate Entrepreneurship Contingencies and Organizational Wealth Creation, Journal of Management Development, 23(6), 518-550.
Ando, Y.(2012), Impact of Internal Marketing on Operatinal Performance: An Empirical Study in Low Cost Carrie Carrier Industry. Procedia Social and Behavioral Sciences, 65, 913-918.
Bansal, S., Mendelson, B., & Sharma, B. (2001), The Impact of Internal Marketing Activities on External Marketing Outcomes. Journal of Quality Management, 61-76.
Barzoki, A. S., & Ghujali, T. (2013), Study the Relationship of Internal Marketing with Job Satisfaction, Organizational Commitment and Organizational Citizenship Behavior. International Journal of Academic Research in Business and Social Sciences, 3(3).
Cooper, J., & Cronin, J. (2011), Internal Marketing: Competitive Strategy for the Long-Term Care Industry, Journal of Business Research, 8(6), 166-181.
Ergün E. (2004), Connecting the Link between Corporate Entrepreneurship and Innovative Performance. Global Business and Technology Association Annual Conference.
July, C. T., Foreman, S. K., & Money, A. H. (2013), Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 11, 755-768.
Foreman, A., & Money, H.(2013), Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 21,755-76.
Fregidou-Malama, M., & Hyder, A. S. (2015), Impact of Culture on Marketing of Health Services–Elekta in Brazil. International Business Review, 24(3), 530-540.
Garud, R., Schildt, H. A., & Lant, T. K. (2014), Entrepreneurial Storytelling, Future Expectations, and the Paradox of Legitimacy. Organization Science, 25(5), 1479-1492.
Giorgi, S., Lockwood, C., & Glynn, M. A. (2015),The Many Faces of Culture: Making Sense of 30 Years of Research on Culture in Organization Studies. The Academy of Management Annals, 9(1), 1-54.
Hanim, F., Taufek, B. M., Zulkifle, Z. B., Bin, M. Z., & Sharif, M. (2016), Sustainability in Employment: Reward System and Work Engagement. Procedia Economics and Finance, 35, 699-704.
Hasangholipour, T., Ansari, M., & Ellahigol, A. (2013), Investigating the Effect of Internal Marketing on Market Orientation in Service Organizations, Emphasizing on the Mediating Role of Organizational Citizenship Behaviors and Organizational Commitment, Survey Study of Mellat Bank of Tehran. Journal of Business Management, 11, 34-93, (In Persian).
Husseina, N., Omara, S., Noordina, F., & Ishaka, N. A. (2016), Learning Organization Culture, Organizational Performance and Organizational Innovativeness in a Public Institution of Higher Education in Malaysia: A Preliminary Study. Procedia Economics and Finance, 37, 512-519.
Hogg, G., & Carter, S. (2000), Employee attitudes and responses to internal marketing, Internal Marketing, Directions for Management, London: Routledge.
Lings, I. N., & Greenley, G. E. (2010), Internal Market Orientation and Marker Orientati on Behaviours. Journal of Service Management, 21(3), 322-324.
Ullah, M., & Ahmad, H. (2017), The Impact of Internal Marketing on the Organizational Performance through Organizational Culture Mediation. Abasyn Journal of Social Sciences, 10(1).
Martz, W. (2013). Evaluating Organizational Performance: Rational, Natural, and Open system Models. American Journal of Evaluation, 34(3), 385-401.
Mohammadi, R., Hashemi, R., & Moradi, A. (2012), Study of Effects of Internal Marketing on Customer Orientation (Food & Drug Distribution Companies of Kermanshah Province. International Research Journal of Applied and Basic Sciences, 3, 2337-2344.
Nasr Esfahani, A., Amiri, Z., & Farokhi, M. (2014), The Impact of Internal Marketing on Organizational Innovation. Entrepreneurship Development Journal, 37, 37-45, (In Persian).
Namamian, F., & Feyzollahi, S. (2016), The Impact of Organizational Entrepreneurship on Organizational Performance with Mediating Innovation Role (Case Study: Ilam Industrial Town). Elam University of Entrepreneurship Journal, 16(46 & 47), (In Persian).
Nahid, M., Zali, M., Hoseinzadeh, M., & Sajednia, F.(2014), Investigating the Effect of Climate Barrier on Innovation (Case Study: Islamic Entrepreneurship and Ideas Research Institute). Entrepreneurship Development Journal, 3, 47-66, (In Persian).
Nargesian, A., Tahmasebi Aghbolaghi, D. & Dindar, Y. (2015), Studying of The Impact Political Marketing Tools in Public Participation (Case Study: the Citizens of Region Five in Tehran, Iran). Journal of Public Administration, (3), 603- 624, (In Persian).
Pizzinatto, A. K., Pizzinatto, N. K., Giuliani, A. C., & Pizzinatto, N. K. (2016), Internal Marketing and Organizational Culture: A Case on Multi Brands Company.
Papasolomou, I., & Kitchen, P. J. (2004), Internal Marketing in UK Banks: Conceptual Legitimacy or Window Dressing?. International Journal of Bank Marketing, 22. 420-452.
Rebelo, M. F., Santos, G., & Silva, R. (2016), Integration of Management Systems: Towards a Sustained Success and Development of Organizations. Journal of Cleaner Production, 1-16.
Redzaa, A., Nordina, S. M., Saadb, S., & Wahaba, H. (2014), Inter-Organization Communication Management between Organizations in a Subsidized Fertilizer Market in Malaysia, UMK Procedia, 1, 33-41.
Sarmad S, S., & Jamshidian, M. (2014), Investigating the Effect of Internal Marketing on Markets and Functioning of Service Organizations. Marketing Management, 19,131-31, (In Persian).
Scheepers, M. J., Hough, J., & Bloom, J. Z. (2008), Nurturing the Corporate Entrepreneurship Capability. Southern African Business Review, 12(3), 50-75.
Saeidipour, B., Arfaei, A., Mohammadi, R., & Akbari, P. (2014), The Analysis Impact of Market Orientation and Internal Marketing on Job Satisfaction (Case Study: Food & Drug Distribution Companies of Kermanshah Province), Applied mathematics in Engineering, Management and Technology, 2, 146-153.
Tsai, Y.(2014), Learning Organizations, Internal Marketing, and Organizational Commitment in Hospitals, BMC Health Services Research, 14(1).
Twomey. D. F. A., & Harris, D. F., & Harris, D. L. (2000), From Strategy to Corporate Outcomes. Aligining human resource management.
Tony, Sh. & Wei, Y. (2010), Internal Marketing and Its Basis for Sound Customer Relationship Management. Journal of Management & Marketing in Healthcare, 3 & 4, 256-263.
Venkatraman, N., & Ramanujam, V. (1986), Measurement of Business Performance in Strategy Research: A Comparison of Approaches. The Academy of Management Review, 11(4), 801-814.
Zampetakis, L. A., & Moustaki, V. (2010), An Exploratory Research on the Factors Stimulating Corporate Entrepreneurship in the Greek Public Sector. International Journal of Manpower, 31(8), 871-887.
