Examining the Impact of Internal Marketing on Organizational Citizenship Behavior

Abstract

Internal marketing tries to satisfy needs of employees by considering them as the organization's internal market. According to performed researches satisfaction of the organization's employees needs in the best manner through internal marketing activities could be leaded to forming and improving of employees' extra-role behaviors in addition to improvement of their in-role behaviors. Organizational citizenship behaviors are one of the extra-role behaviors of employees in the organization. Thus, the present survey examines the relationship between internal marketing and organizational citizenship behavior and the impact of internal marketing dimensions on the amount of appearing of employees' citizenship behavior. Population of this research includes employees of Melli Bank in Isfahan city of Iran. after sampling of 220 persons, Questionnaire is used for data collection. Two-hundred fifteen (215) returned questionnaires have been analyzed. Structural equations technique and path analysis (regression model) have been used to test hypotheses by applying of Amos Graphic software. Results showed that all five hypotheses are accepted with 95% confidence.

Measuring the Internal-Market Orientation in the Public Sector

“…Specifically, each of the major sub-dimensions is discussed in the literature. According to Lings (2004), Gounaris (2008), and Abzari and Ghujali (2011), the identification of exchange of value is an important antecedent of job satisfaction and this also proved relevant in the public sector, as it is observed in the results. Another significant sub dimension, segment internal market, was approached by Hogg and Carter (2000), Gounaris (2008) and Farias (2010) as an antecedent of job satisfaction.…”

The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees

“…According to Barzoki and Ghujali (2013); Abzari and Ghujali (2011); one of the major factors that help in gaining a competitive advantage, and create sustainable value for an organizations is caring of human capital. Accordingly, providing human resources needs in each organization should be considered as the primary reason for final success of any organization.…”

“…According to Berryand, andParasuraman (1991 cited Abzrri andGhujali, 2011) internal marketing is defined as that process of attracting, and retaining employees. This normally is done through taking into consideration, the interests of employees first before those of the consumers.…”

Strengthening graduate employee commitment through internal marketing in the South African retail banking industry

“…Previous internal marketing studies within the banking industry have focused on employees' understanding of corporate values, market orientation, employee commitment, service quality, customer satisfaction and loyalty (Sahi et al, 2013;Kameswari & Rajyalakshmi, 2012;Aburoub, Hersh & Aladwan, 2011;Abzari & Ghujali, 2011;Awwad & Agti, 2011). Peltier, Pointer and Schibrowsky (2008) conducted a number of studies exploring the link between internal marketing and satisfaction in the nursing industry.…”