Internal Marketing Dimensions Research Articles

Analyzing the Impact of Internal Marketing Dimensions on Internal Customers’Satisfaction in a Chemical Company: A Multi-Group Analysis of Gender and Position

Analyzing the Impact of Internal Marketing Dimensions on Internal Customers’Satisfaction in a Chemical Company: A Multi-Group Analysis of Gender and Position

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

A tremendous shifting of businesses at the present time forced organizations to live in a dynamic, ambiguous, and changeable environment. Due to these challenges, organizations need to apply the new marketing orientation that enhance businesses; and improve their businesses permanently to keep their competitive excellence. One of the main important factors to consider is by attracting new customers and maintaining healthy long-term relationship with them. This cannot be accomplished without improving the organizational performance through-out applying the internal marketing concepts which can be translated as seeing its employees as its first market (Sincic & Vokic, 2007). This paper discusses and investigates the effect of a set of internal marketing elements such as employees' motivation, communication, empowerment, and training on organizational citizenship behavior. The quantitative data collection approach is used to collect the suitable data from a sample of 300 fulltime employees. Results have explored new routes in how organizations can create, maintain, and enhance organizations' citizen behavior. Which indicate, that there is a positive relationship between internal marketing dimensions; and organizational citizenship behavior in varying magnitude. Furthermore, the investigation showed that the dominant dimension of internal marketing is the motivation; then followed by the communication with stronger impact on organizational citizenship behavior, where the surprising results that the empowerment; and training and development don’t have that much effect. Also, hypotheses were tested, and more information regarding data analysis, results' discussion and study limitations were presented in more details.

The Effect of Internal Marketing on the Knowledge Sharing (Mobarake Steel Company as a Case Study)

The purpose of this study is to investigate the effect of internal marketing (internal product, payments, workplace, and communications) on the knowledge sharing. The present study is a practical research from purpose view and is a descriptive-survey one from research methodology perspective. The statistical population of this study includes 700 employees of Mobarake Steel Company in the province of Isfahan. A sample of 200 employees was selected randomly. In order to measure internal marketing and knowledge sharing, the questionnaire of internal marketing (Ahmed and Rafiq, 2003) and the questionnaire of knowledge sharing (Beneath and Gabril, 1999) were employed respectively. The reliability of questionnaires was measured through Cronbach's Alpha Coefficient. The coefficient was 0.86 and 0.85 for internal marketing and knowledge sharing questionnaires respectively. Also the validity of questionnaires was investigated through content validity. In order to analyze the research data and test the hypotheses, both descriptive and inferential statistics were used in the SPSS and Amos. The findings revealed that all of the secondary hypotheses (the effect of dimensions of internal marketing on the knowledge sharing) were supported with path coefficients of them were 0.33, 0.32, 0.22, and 0.29 respectively. Also the main hypothesis of this study (the effect of internal marketing on the knowledge sharing) was supported.

Examining the Impact of Internal Marketing on Organizational Citizenship Behavior

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.