Providing a Conceptual Framework to Explain the Role of Management's Commitment to Internal Marketing on Job Attitudes
Subject Areas : Technology Managementاسماعيل ملک اخلاق 1 , زهرا تاخيره 2 , آرمان پورعيسي 3
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Abstract :
The Very complex and competitive environment requires more attention of organization to internal employees as internal customers. When staff can provide customers satisfy that their needs have been met by the organization and satisfaction in them toward the organization. This is the same logic that the study Barry, Hansel and Burke mentioned that the use of internal marketing toward organizational capabilities recommended to meet in order to achieve effective protection of consumers. On the other hand, the most important asset of any organization is staff of it. The higher of quality of human resources will be a success and survival of the organization and one of the most important attitudes that try to improve the quality of human resources and adjust the values of the people, are management's commitment to internal marketing. Management's commitment to internal marketing program, spontaneous and voluntary activity for the local marketing programs promote and increase communication with employees and employee job satisfaction and ultimately improve the performance of the entire organization. Since, this paper has been done the literature review of preceding studies on internal marketing, management's commitment to internal marketing and job attitudes to explain the relationship between them. Results show that management's commitment to internal marketing with the ways related to internal marketing includes formal and informal internal communication and management's commitment to internal marketing and informal internal communication influence employee attitudes.
