Study the effect of application of information technology and internal marketing on the need for the achievement in the Minoo Company in Tehran city

bagher bagherian kasegari¹ seyede fateme ghorashi² ahya sorkhiniya³

1) Assistant Professor of Payame Noor University
2) DBA student of Industrial Management Organization
3) Marketing and Sales Manager

IOI Code : XDAA-FABFA
Publication : 2 nd- Scientific Research Conference on Management, Economics and Accounting(cmeaconf.com)
Abstract :
    The main goal of this research was study the effect of application of information technology and internal marketing on the need for achievement in the Minoo Company in Tehran city in 2018. This study was used descriptive and correlational methods in 270 people that 155 of them were selected as sample with using Morgan table. Data collection was conducted through 3 questionnaires. Validity of application of information technology with 0.93, internal marketing with 0.94 and need for achievement with 0.93 has been approved. Reliability of questionnaires was obtained by Cranach s Alpha 0.92, 0.92 and 0.96 in orderly. Structural equation modeling with Amos and SPSS software were used to investigate the research hypotheses. The results showed that the skill of information technology and its components: the used of software applications, the use of databases and the used of the internet have a positive and significant impact on need for achievement. Also, internal marketing and its components: employee upgrading and reward system have a positive and significant impact on the need for achievement. But the prospect does not affect on need for achievement. Finally, it was suggested to use application of information technology and internal marketing to increase the need for achievement.

Keywords : application of information technology internal marketing need for achievement