چکیده:
The purpose of this research is to investigate the role and mechanism of influence of internal marketing on performance through the mediating variables of sustainable marketing and market orientation. For this purpose, a sample of 310 people was selected from 900 employees of Bank Mellat branches in Mashhad city, and a researcher-made questionnaire was used to measure internal marketing (with 15 items), sustainable marketing (with three items), market orientation (with 30 items), and performance (with 10 items), the validity and reliability of which had been confirmed. The subjects were asked to complete these questionnaires. Data analysis was performed using the structural equation modeling (SEM) method and Amos software. The obtained results showed that the structural equations used are a strong theoretical model for predicting organizational performance through internal marketing, sustainable marketing, and market orientation. In this research, the significant impact of internal marketing on performance was confirmed. Also, the mediating effect of sustainable marketing and market orientation in the relationship between internal marketing and performance was also confirmed.
خلاصه ماشینی:
To this end, a sample of 310 people was selected from 900 employees of Mellat Bank branches in Mashhad city, and a researcher-made questionnaire was provided to measure internal marketing (with 15 items), sustainable marketing (with three items), market orientation (with 30 items), and performance (with 10 items), the validity and reliability of which had been confirmed.
On the other hand, numerous studies have been conducted to investigate the impact of internal marketing and market orientation on the performance of the financial services sector, but so far, sustainable marketing, despite its very high importance, has not entered the literature of the financial services sector in the country.
In addition, Ahmed & Rafiq (2003) conducted a study on the relationship between internal marketing and market orientation and its impact on performance in a sample of service organizations in Malaysia.
Many empirical studies have been conducted to assess the relationship between market orientation and profitability (Rucker, 1992; Greenley, 1995; Boyer, 1997, Raju, Lianal & Gupta, 1995), market share (Deshpande, Farley & Webster, 1993), new product success (Etienne-Gina, 1995), customer satisfaction (Gray, Matkar, Bashof, Matson, 1998), have been carried out.
Divandari, Seyedjavadin, Nahavandian & Aghazadeh (2008) presented a conceptual model showing the direct and indirect (through value creation) relationship between market orientation and the performance of commercial banks.
On the other hand, Ahmed & Rafiq (2003) conducted a study on the relationship between internal marketing and market orientation and its impact on performance in a sample of service organizations in Malaysia.
(2005), The Impact of Internal Marketing to Market Orientation Concept and their Effects on Bank Performance, Operational Research, An International Journal, 5(2), 349-392.
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