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Effect of Internal Marketing and Commitment on Market Orientation in Mellat Bank (Case Study: In Golestan Province Branches)
| Content Provider | Semantic Scholar |
|---|---|
| Author | Moghaddam, Fateme Fatemy Mehrabian, Ahmad Reza Aghayi, Ali Akbar |
| Copyright Year | 2014 |
| Abstract | In this study the effect of internal marketing and commitment on market orientation in Mellat Bank was tested. The population of the study consisted of all staff of Mellat Bank in Golestan province (N=491). The sample size was considered by Cochran table and Stratified sampling (n=217). We used structural equation modeling to examine the relationships among variables. Moreover, AMOS and SPSS used as statistical software. The results revealed that: There is positive relationship between internal marketing and market orientation. There is no relationship between internal marketing and commitment. Also, there is positive relationship between commitment and market orientation. It is recommended that managers of Mellat Bank by using proper internal marketing operations promote employees commitment and market orientation. Keyword: Commitment, Internal marketing, Market orientation. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://irjmsjournal.com/wp-content/uploads/paper631.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
