The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran

Mehdi Abzari · Hassan Ghorbani · Fatima Madani

83 citations0/0 files storedInternational Journal of Marketing Studies

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Employee Performance and Management Job Satisfaction and Organizational Behavior Employee Performance and Motivation

Abstract

Purpose of the present study is to recognize how internal marketing affects organizational commitment. In thisresearch we have used a questionnaire with thirty questions in order to study a one hundred sample of hotelmanagers and administrators in Isfahan province. In this regard, a model has been designed to show the effect ofinternal marketing on organizational commitment based on research literature which is tested by means ofLISREL software. According to the obtained results of the questionnaire's data analysis, it has been determinedthat internal marketing affects organizational commitment directly and indirectly through market orientation. Itmeans that factors of internal marketing influence market orientation directly and then market orientation affectsorganizational commitment. Effects of these factors are significant on organizational commitment directly.Amount of goodness indexes (AGFI= 0.96, GFI= 0.99) shows suitability of the model.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1993Market Orientation: Antecedents and Consequences 1994The Capabilities of Market-Driven Organizations 1990A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment.1974Organizational commitment, job satisfaction, and turnover among psychiatric technicians.1994Does Competitive Environment Moderate the Market Orientation-Performance Relationship?1984Testing the "side-bet theory" of organizational commitment: Some methodological considerations.

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