The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation
This study investigates the impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. For this article, a sample of 310 from ….. employees in Mellat banks in the city of Mashhad was subject to distribute the researcher made questionnaire...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2016-11-01
|
| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_60632_8439858357ad772cb84f444f31961ad5.pdf |
| _version_ | 1828782196202143744 |
|---|---|
| author | Amir Mohammad Fakor Fershteh Sadegh |
| author_facet | Amir Mohammad Fakor Fershteh Sadegh |
| author_sort | Amir Mohammad Fakor |
| collection | DOAJ |
| description | This study investigates the impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. For this article, a sample of 310 from ….. employees in Mellat banks in the city of Mashhad was subject to distribute the researcher made questionnaire for Measurement of internal marketing (with 15 Questions), sustainable marketing (with 3 Questions), market orientation (with 30 Questions) and performance (with 10 Questions) reaffirming the validity and reliability. To analyze collected data, structural equation modeling and AMOS software were employed. Research conceptual model was tested by statistical techniques and structural equation modeling. The results indicated that; employed structural equation model, provides a powerful theoretical model for predicting performance through internal marketing, sustainable marketing and market orientation. Also, significant impact of internal marketing on performance and on sustainable marketing, sustainable marketing on market orientation, market orientation on performance and indirect impact of internal marketing on performance through sustainable marketing and market orientation was confirmed. |
| first_indexed | 2024-12-11T17:44:53Z |
| format | Article |
| id | doaj.art-af3d9d3c69c84babb3d77fa59eb194c0 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-11T17:44:53Z |
| publishDate | 2016-11-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-af3d9d3c69c84babb3d77fa59eb194c02022-12-22T00:56:24ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912016-11-018365968010.22059/jibm.2016.6063260632The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientationAmir Mohammad Fakor0Fershteh Sadegh1استادیار گروه مدیریت دانشکده علوم اداری و اقتصادی،دانشگاه فردوسی مشهد، مشهد، ایراندانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایرانThis study investigates the impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. For this article, a sample of 310 from ….. employees in Mellat banks in the city of Mashhad was subject to distribute the researcher made questionnaire for Measurement of internal marketing (with 15 Questions), sustainable marketing (with 3 Questions), market orientation (with 30 Questions) and performance (with 10 Questions) reaffirming the validity and reliability. To analyze collected data, structural equation modeling and AMOS software were employed. Research conceptual model was tested by statistical techniques and structural equation modeling. The results indicated that; employed structural equation model, provides a powerful theoretical model for predicting performance through internal marketing, sustainable marketing and market orientation. Also, significant impact of internal marketing on performance and on sustainable marketing, sustainable marketing on market orientation, market orientation on performance and indirect impact of internal marketing on performance through sustainable marketing and market orientation was confirmed.https://jibm.ut.ac.ir/article_60632_8439858357ad772cb84f444f31961ad5.pdfInternal marketingmarket orientationsustainable marketingPerformanceBanking Industry |
| spellingShingle | Amir Mohammad Fakor Fershteh Sadegh The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation مدیریت بازرگانی Internal marketing market orientation sustainable marketing Performance Banking Industry |
| title | The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| title_full | The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| title_fullStr | The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| title_full_unstemmed | The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| title_short | The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| title_sort | impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation |
| topic | Internal marketing market orientation sustainable marketing Performance Banking Industry |
| url | https://jibm.ut.ac.ir/article_60632_8439858357ad772cb84f444f31961ad5.pdf |
| work_keys_str_mv | AT amirmohammadfakor theimpactofinternalmarketingonperformancewiththemediatingroleofsustainablemarketingandmarketorientation AT fershtehsadegh theimpactofinternalmarketingonperformancewiththemediatingroleofsustainablemarketingandmarketorientation AT amirmohammadfakor impactofinternalmarketingonperformancewiththemediatingroleofsustainablemarketingandmarketorientation AT fershtehsadegh impactofinternalmarketingonperformancewiththemediatingroleofsustainablemarketingandmarketorientation |