Effect Of Internal Marketing Research Articles

The Effect of Internal Marketing on Self-Determination by Means of Affective Commitment and Interpersonal Satisfaction

본 연구의 목적은 내부마케팅이 정서적 몰입과 대인관계만족도를 매개로 자기결정성에 미치는 영향을 확인하고, 내부마케팅이 정서적 몰입과 대인관계만족도를 매개로 할 때 자기결정성에 유의한 영향을 미치는지를 검증하기 위한 실증연구이다. 내부마케팅은 기업 내부의 종업원을 대상으로 정보를 공유하고, 훈련과 교육 등 자기계발의 기회를 주며, 지속적으로 동기를 부여하면 외부고객들에게 우수한 서비스와 제품을 제공함으로써 고객만족을 실현할 수 있다는 논리에서 출발한다. 조직 구성원들의 정서적 몰입은 기업에 대한 강한 소속감과 자부심을 불러일으켜 조직을 위해 더욱 적극적으로 헌신하는 계기가 될 수 있다. 대인관계만족도는 관계를 유지시키는 원천적인 동력으로써 긍정적인 대인관계는 조직 내부의 갈등을 극복하여 관계를 지속시킬 수 있는 기초가 된다. 자기결정성은 자신의 행동을 스스로 결정할 수 있다는 신념으로써 자발적인 의지에 초점을 맞추고 있다. 내부마케팅, 정서적 몰입, 대인관계만족도 및 자기결정성에 대한 변수들 간의 인과관계를 구조방정식을 통해 실증 분석한 결과, 내부마케팅 활동은 종업원의 자기결정성에 직접적인 영향을 미친다는 가설은 채택되지 못하였으나, 정서적 몰입과 대인관계만족도를 매개하여 자기결정성에 영향을 미치는 것으로 나타났다. 또한, 내부마케팅은 정서적 몰입과 대인관계만족도에 긍정적인 영향을 미치고 있었으며 대인관계만족도는 정서적 몰입을 향상시키는 요인임을 확인하였다. 대인관계만족도와 정서적 몰입은 각각 자기결정성에 정(+)의 영향을 미치고 있었으며, 대인관계만족도와 자기결정성 간에 정서적 몰입이 매개적 역할을 하고 있음을 검증하였다.The purpose of this empirical study is to understand how internal marketing affects self-determination by means of affective commitment and interpersonal satisfaction, and determine whether this marketing brings positive effects to self-determination. After analyzing the causal relationship of variables on internal marketing, affective commitment, interpersonal satisfaction and self-determination, it has been determined that internal marketing and self-determination have indirect effects on affective commitment and interpersonal satisfaction. However, internal marketing was found not to play any critical role in improving self-determination. Internal marketing has also been proven to have positive influence on affective commitment and improve the satisfaction on interpersonal relations. Interpersonal satisfaction is a factor for improving affective commitment, and together with affective commitment have positive effects on self-determination. It has also been proven that interpersonal satisfaction and self-determination have indirect effects on Affective Satisfaction.

The Effects of Internal Marketing and Entrepreneurial Orientation on Innovation in Family Businesses

The purpose of this paper is to examine the effect of internal marketing and entrepreneurial orientation on innovation in family businesses. By reviewing related literature, the relationships among internal marketing, entrepreneurial orientation, and innovation were hypothesized. The developed conceptual model is tested using structural equation modeling (SEM) using a sample of 288 family businesses. The result of the SEM model shows that both internal marketing and entrepreneurial orientation act as a basis for innovation in family businesses. Further, it was revealed that internal marketing is key determinant of entrepreneurial orientation in the context of family business. The study has contributed to the literature by demonstrating the routes through which internal marketing and entrepreneurial orientation impact on innovation in the case of family businesses.

The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry

PurposeThe purpose of this paper is to investigate the effects of internal marketing and market orientation on organizational performance based on the balanced scorecard (BSC).Design/methodology/approachA cross-sectional research design, drawing upon a questionnaire survey, was used to collect data from a sample of restaurants. Structural equation modeling was performed to test the relationship among the research variables using findings from the 164 participants.FindingsThe results revealed that internal marketing positively influenced market orientation and performance. In addition, market orientation was a direct antecedent of performance.Originality/valueThe findings provide important academic, practical and political implications for restaurant industry.

How internal marketing drive customer satisfaction in matured and maturing European markets?

This study examines the indirect effect of internal marketing, via cross-functional goal compatibility, on customer satisfaction at differing levels of salesperson cross-functional connectivity, across matured and maturing market contexts. Using data from salespeople in a large financial services organization operating in matured Central European and maturing South and Eastern European markets, the study finds that the effect of internal marketing on customer satisfaction is mediated by cross-functional goal compatibility in both markets. In addition, the results show that at high levels of cross-functional connectivity, the effect of goal compatibility on customer satisfaction is strengthened in maturing markets. The theoretical and practical implications of these findings are discussed.

PENGARUH PEMASARAN INTERNAL TERHADAP KEPUASAN PELANGGAN INTERNAL PERUSAHAAN PADA PDAM TIRTA MAYANG KOTA JAMBI

This study aimed is to analyze the effect of Internal Marketing to Internal Customer Satisfaction Company On PDAM TirtaMayang city of Jambi, The population is PDAM TirtaMayang Employees, it is selected randomly as many as 72 people. Results were statistically demonstrated that the Internal Marketing consists of five dimensions together affect the internal customer satisfaction on PDAM TirtaMayang determinant coefficient Jambi with 61.00 percent. Partially there are two variables: the recruitment and empowerment of the five dimensions that have a positive and significant effect, while for the other three variables, is not significant. And the most influential variable is the variable employee empowerment. In addition, given the influence of the independent variables together against internal customer satisfaction on the company PDAM TirtaMayang Jambi City by 61.00 percent, 39.00 percent of course there are still other variables beyond the variables that affect the company's internal customer satisfaction on the taps TirtaMayang Jambi City that need to be investigated further.Keywords: Internal Marketing, Internal Customer Satisfaction.

Effects of Internal Marketing on Customer Orientation Behaviour of Selected Hotels’ Employees in Nigeria

This study was carried out to determine the Influence of Internal Marketing on Customer Orientation Behaviour of Hotel Employees in Nigeria. The objectives of the study include: to determine the effect of internal marketing on customer orientation behaviour of hotel employees; to investigate the moderating influence of personality on the relationship between internal marketing and customer orientation behaviour of the hotel employees; and to investigate the moderating influence of job satisfaction on the relationship between internal marketing and customer orientation behaviour of the hotels’ employees. Survey research design method was adopted for the study. 83 and 174 hotel managers and employees respectively were selected for the study from 20 hotels operating in different geo-political zones of Nigeria. Questionnaire was used for collection of data. Convenience sampling method was used for selecting both the hotels’ managers and guest service employees used for the study. The hypotheses were tested using multiple linear regression. It was revealed that internal marketing has significant influence on customer orientation behavior of hotels’ employees; personality significantly moderates the relationship between internal marketing and customer orientation behavior of the hotel employees; and job satisfaction significantly moderates the relationship between internal marketing and customer orientation behavior of the hotels’ employees. It was recommended that hotel managers should give much priority to internal marketing practice while controlling for the personality and job satisfaction of the guest service employees.

The Effect of Internal Marketing on Organizational Adaptation: A Dyadic Approach between Commanders and Soldiers

The Effect of Internal Marketing on Organizational Adaptation: A Dyadic Approach between Commanders and Soldiers

Effect of Internal Marketing on Customer Orientation and Business Performance Will, and Mediating Effect of Market Orientation in Small-to-Medium Sized Hospitals

Effect of Internal Marketing on Customer Orientation and Business Performance Will, and Mediating Effect of Market Orientation in Small-to-Medium Sized Hospitals

직업무용단의 내부마케팅이 조직몰입 및 직무만족에 미치는 영향

직업무용단의 내부마케팅이 조직몰입 및 직무만족에 미치는 영향

The effect of internal marketing on customer-oriented with an emphasis on the mediating role of organizational silence and emotional labor (Case Study: Hamadan Youth and Sports Department)

The effect of internal marketing on customer-oriented with an emphasis on the mediating role of organizational silence and emotional labor (Case Study: Hamadan Youth and Sports Department)

The Relationship among Internal Marketing, Market Orientation, Corporate Image, and Organizational Performance

Although internal marketing and market orientation are critical requisites for business success, few studies have been done to examine the relationship between internal marketing and market orientation of small and medium manufacturers (SMMs).This paper aims to investigate the effects of internal marketing and market orientation on corporate image and organizational performance of organizational innovation of SMMs in South Korea. The measures of this study were developed and tested on 221 CEOs of Gyeongnam province in South Korea with a questionnaire survey. Structural equation model (SEM) analysis was used to assess the measurement model and hypotheses with AMOS 18.0. The study revealed that in small and medium manufacturers, internal marketing positively affects market orientation and indirectly affects corporate image and organizational performance. Market orientation positively affects corporate image and organizational performance. Therefore, CEOs should make efforts to satisfying and motivating their employees based on internal marketing in order to attain the high level of organizational performance.

치과위생사의 직무스트레스와 이직의도의 관계에서 내부마케팅의 조절효과

치과위생사의 직무스트레스와 이직의도의 관계에서 내부마케팅의 조절효과

The Effects of Internal Marketing on Some Job Attitudes: A Study in Private Hospitals in Turkey

Organizations realize that one of their most crucial assets is the employee. This research evaluates internal marketing actions from the employers’ perspective, focusing on effects of internal marketing actions on employers perceptions of the firm. The aim of this study is to state and analyze a proposed model concerned with internal marketing (IM), organizational cynicism (OCY), organizational commitment (OC), job satisfaction (JS), and intention to leave (ITL) amongst Turkish hospital employees. Research data is obtained from those 415 employees working in private hospitals in Mugla, Turkey. The data was analyzed through the SPSS 15.0 and LISREL 8.51 statistical packages and proposed relations are analyzed through Structural Equation Modelling (SEM). The findings supported hypotheses, demonstrating that while IM has positive effects on OC and JS, it has a negative impact on OCY. Moreover, as ITL is affected negatively by OC, it is positively influenced by OCY but no relationship to JS.

The Study of the Effect of Internal Marketing on Sales Staff Performance with an Emphasis on the Role of Organizational Commitment

<p>This study aimed to achieve the improvement of sales based on the effect of internal marketing on Sales staff performance with an emphasis on the role of organizational commitment in Pama Shoes Company. The statistical population of this study included all the staff working in Pama Shoes Company. According to Krejcie and Morgan table, the sample size was determined as 217 subjects and simple random sampling was used. The research method was descriptive-correlational and data collection was done by questionnaire. A questionnaire designed by Moni and Forman (1995) was used to measure internal marketing. Allen and Meyer standard questionnaire (2000) was used to measure organizational commitment and Hamburg (2011) questionnaire with Likert scale was also used to measure Sales staff performance. The validity of research tool was confirmed by using the opinions of experts and the reliability of internal marketing questionnaire was confirmed as 0/890, Sales staff performance as 0/877 and organizational commitment as 0/834 by using Cronbach alpha. Data were analyzed by structural equations model. The results of this study show that the dimensions of internal marketing (rewarding, development of staff, and Organizational Vision) have a positive and significant effect on Sales staff performance. In addition, organizational commitment has a favorable moderating role in the effectiveness of internal marketing on Sales staff performance.</p>

The Effect of Internal Marketing on Organizational Citizenship Behavior of Academic Staff in Higher Educational Institutions

Due to their important roles in organizational performance, internal marketing and organizational citizenship behavior have become more interesting subjects among researchers and practitioners. However, empirical research is limited in the literature, and the relationship between these two variables in higher educational institutions is not clear. Hence, the purpose of this study was to examine the effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. The data for the study was collected from academic staff who worked in the faculty of sport sciences in Turkey. The findings showed a statistically significant positive effect of internal marketing on organizational citizenship behavior. As a result, this study revealed that internal marketing is an effective tool for organizational citizenship behavior of academic staff.

The Effect of Internal Marketing on Work Engagement of Academic Staff in Higher Educational Institutions

Due to their important roles in organizational success, internal marketing and work engagement have become more interesting subjects among researchers. However, empirical research is limited in the literature, and the relationship between these two variables in higher education institutions is not clear. Hence, the purpose of this study was to examine the effect of internal marketing on work engagement of academic staff in higher educational institutions. The data for the study was collected from academic staff who worked in the school of sport sciences in Turkey. The findings showed a statistically significant positive effect of internal marketing on work engagement. As a result, this study revealed that internal marketing is an effective tool for work engagement of academic staff

전문병원간호사가 지각한 내부 마케팅과 고객지향성이 조직몰입에 미치는 영향

.Abstract This study examined the effects of internal marketing and customer orientation on the organizational commitment of nurses in specialized hospitals. This research was conducted from May 1 to 30, 2015 and involved149 nurses at 5 specialized hospitals in Busan, The collected data were analyzed by descriptive statistics, t-test, ANOVA, Scheffe's test, Pearson correlation coefficients, stepwise multiple regression by the SPSS WIN 18.0 program.As a result, there were significant differences in the organizational commitment according to age, marital status, education, clinical experience, position, work shift, working unit, number of beds, and experience of participation foremployee satisfaction survey. Organizational commitment was positively related to the internal marketing. In addition,there was a positive correlation between the organizational commitment and customer orientation. Meaningful variables that influenced the organizational commitment were internal marketing, working unit, education, and position. The total explanation power was 58.5% and the internal marketing was the most influential factor. In conclusion, to enhance the organizational commitment of nurses working in specialized hospitals, educational opportunities need to be provided to increase the professionalism of nurses, and efforts will be needed to improvethe working environment and develop internal marketing strategies, such as regular satisfaction surveys.Keywords : Customer orientation , Internal marketing, Nurses in s pecialized hosital Organizational commitment

Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan’s Saderat Bank

<p>Internal marketing is too important for all organizations and it’s especially critical for a people intensive industry such as banking. This paper examines the effects of internal marketing on satisfaction of employees and employee’s word of mouth. Dimensions of internal marketing, which were studied are training, supervisory support, empowerment, communication and compensation. The study has been done in Saderat Bank of Iran in Gulian and we used the technique of Structural Equation Modeling to provide a model. The analytical results demonstrate that approximately 88% of the variance Satisfaction (R<sup>2</sup> = 0.88) is explained by Internal marketing and approximately, 82% of the variance word of mouth (R<sup>2</sup> = 0.82) is explained by Satisfaction and Internal marketing.</p>

병원내부마케팅이 고객지향성 및 충성도에 미치는 영향

내부마케팅이란 외부고객의 만족을 위해 직원들에게 만족을 주고 서비스 마음을 갖도록 하는 조직의 마케팅 활동이다. 본 연구는 병원종사자들을 대상으로 내부마케팅이 고객지향성 및 충성도에 미치는 영향을 분석하기 위해 구조화된 설문조사를 통해 자료를 수집하였다. 경기도 일개 종합병원 731명을 대상으로 요인분석, 상관관계분석, 선형회귀분석을 시행하였다. 본 연구의 주요결과는 다음과 같다. 첫째, 내부마케팅이 고객지향성에 미치는 영향은 리더십 및 커뮤니케이션, 교육훈련이 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 둘째, 내부마케팅이 충성도에 미치는 영향은 리더십 및 커뮤니케이션, 근무환경, 보상 및 복리후생, 교육훈련이 충성도에 통계적으로 유의미한 영향을 미치는 것으로 나타났으며 셋째, 고객지향성이 충성도에 미치는 영향은 통계적으로 유의미한 것으로 나타났고 고객지향성이 높아지면 충성도도 상승하는 것으로 나타났다. 고객지향성과 충성도를 높이기 위한 내부마케팅 활동에 구체적인 방안을 모색되기를 바란다. Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

The Effect of Internal Marketing on Work Engagement of Academic Staff in Higher Educational Institutions

The Effect of Internal Marketing on Work Engagement of Academic Staff in Higher Educational Institutions