The Effect of Internal Marketing on Organizational commitment, Organizational citizenship behaviors and Market Orientation in Service Organizations (Case Study: Branches of Maskan Bank in City of Arak)

Mohammad Amin Jamshidian¹

1) Young Researchers and Elite Club, Arak Branch, Islamic Azad University, Arak, Iran

IOI Code : XYHB-BEEBC
Publication : The 3rd International conference in Management in the 21st Century (3icm21.com)
Abstract :
    Purpose: The purpose of this paper is to examine the effect the Effect of Internal Marketing on Organizational commitment, Organizational citizenship behaviors and Market Orientation. Methodology: The present research in terms of goal is an applied type and in terms of the nature and method is a causal research. The statistical population is the employees maskan bank in city of arak, According to statistics staffing, the bank has 150 employees in the city of arak. in order to estimate the sample size the formula has been used cochran that The sample size of 108 was calculated. In this study, the sampling method is simple random. A questionnaire was used to collect data. Findings: The research results indicate that the internal marketing is positive effects on organizational commitment, organizational citizenship behaviors, market orientation. organizational commitment and organizational citizenship behaviors has positive effect on Market orientation. Also, organizational commitment has positive effect on the organizational citizenship behaviors.

Keywords : internal marketing market orientation organizational commitment organizational citizenship behaviors