The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation

‫مدیریت بازرگانی

Amir Mohammad Fakor¹  Fershteh Sadegh² 

[1] استادیار گروه مدیریت دانشکده علوم اداری و اقتصادی،دانشگاه فردوسی مشهد، مشهد، ایران;دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایران;

关键词: Internal marketing;    market orientation;    sustainable marketing;    Performance;    Banking Industry;   

DOI  :  10.22059/jibm.2016.60632

来源: DOAJ

【 摘 要 】

This study investigates the impact of internal marketing on performancewith the mediating role of sustainable marketing and market orientation. Forthis article, a sample of 310 from ….. employees in Mellat banks in the cityof Mashhad was subject to distribute the researcher made questionnaire forMeasurement of internal marketing (with 15 Questions), sustainablemarketing (with 3 Questions), market orientation (with 30 Questions) andperformance (with 10 Questions) reaffirming the validity and reliability. Toanalyze collected data, structural equation modeling and AMOS softwarewere employed. Research conceptual model was tested by statisticaltechniques and structural equation modeling. The results indicated that; employed structural equation model, provides apowerful theoretical model for predicting performance through internalmarketing, sustainable marketing and market orientation. Also, significantimpact of internal marketing on performance and on sustainable marketing,sustainable marketing on market orientation, market orientation onperformance and indirect impact of internal marketing on performancethrough sustainable marketing and market orientation was confirmed.

【 授权许可】

Unknown