List of Articles بازاریابی داخلی

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  1 - nvestigating the Factors Affecting the Development of Internal Marketing in the Banking Industry (Commercial Bank Case Study)
  Samira  Asadi Mohammad Mahdi Mozafari Babak Haji Karimi Mahmood Noraei
  Internal marketing is of particular importance today due to its indirect impact on the end customer due to the satisfaction of service staff. Internal marketing is the synchronization of organizational goals with human resources so that the role of human resources in ac More

  Internal marketing is of particular importance today due to its indirect impact on the end customer due to the satisfaction of service staff. Internal marketing is the synchronization of organizational goals with human resources so that the role of human resources in achieving goals is clarified. In the meantime, the issue of ethics in economics and banking is raised, as financial crises in recent years have shown that the goal of utilitarianism in financial institutions, can have potential risks in the banking system and, consequently, society. Therefore, the present study was conducted with the aim of examining the ethics in banking and the factors affecting the development of internal marketing in the banking industry. Analytical-descriptive is a branch of correlation.The statistical population of this study includes the total number of managers, deputies and heads of Tejarat Bank in all branches in Iran is 125. Due to the limited number of members of the statistical population, through the counting method, all The statistical population is considered as a sample.The primary data collection tool in this study was a questionnaire that, to ensure the validity of the questionnaire, the content validity method was used.Then the reliability coefficient or internal stability of the questionnaire based on the data obtained It was calculated using Cronbach's alpha coefficient that the value of Cronbach's alpha coefficient of the whole questionnaire was 94%. It was found to indicate the appropriate reliability of the questionnaire used. Structural equation method and Smart PLS software were used to analyze the data. The results of the study in the field of ethics showed that the ethical teachings in banks have a positive and significant effect on the residents of this system, which reduces their greed and the consequences of corruption in society. Also, the compliance of Sharia and ethics in Islamic banking, in practice, faces obstacles that may lead to deviations from the goals of ethical Islamic banking. On the other hand, the results showed that the results showed that 4 dimensions, norm, strategic, executive and process have a positive and significant effect on the development of internal marketing. Manuscript profile
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  2 - Investigating the Influence of Internal Marketing on Employees' Job Performance Mediated by Knowledge-sharing and The Moderating Role of Communication: A Case Study of Mashhad’s Four and Five-Star Hotels
  Ghasem Eslami Farshad Ghaderi
  10.61186/journalitor.35989.12.25.101
  Today's social community pays great attention to human resources. In other words, the performance of employees in the service sector, especially the tourism industry, is becoming increasingly important. On the other hand, tourism industry employees contribute significan More

  Today's social community pays great attention to human resources. In other words, the performance of employees in the service sector, especially the tourism industry, is becoming increasingly important. On the other hand, tourism industry employees contribute significantly to creating a competitive advantage, with organizations with better-performing employees experiencing better business growth. Therefore, this study sought to investigate the influence of internal marketing on the employees’ job performance mediated by knowledge sharing and the moderating role of communication. The current study is applied in terms of purpose and descriptive survey in terms of method. The statistical population of the study comprised the 390 employees of four and five-star hotels in Mashhad. The required data were collected from the administered questionnaires, which were then analyzed via structural equation modeling using the AMOS software. The findings of the study indicated that internal marketing exerted a positive significant influence on knowledge sharing and staff performance. Moreover, knowledge sharing was found to have a positive effect on employees' job performance. Furthermore, the positive effects of the moderating role of organizational communication and knowledge sharing were also confirmed. The present research is descriptive-survey in terms of applied purpose and method of work. The statistical population of the study includes the staff of hotels in Mashhad. The collected data from 390 questionnaires were analyzed by structural equation modeling with AMOS software. Findings showed that internal marketing has a positive and significant effect on knowledge sharing and employee performance. At the same time, knowledge sharing has a positive effect on employees' job performance. Another result was that the moderator role of organizational communication was also confirmed. In addition, the role of knowledge sharing interface was also confirmed. Manuscript profile
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  3 - Investigating the effect of analyzing the mediating role of ethical marketing on the effect of human resource management performance on internal marketing in Sepeh Bank employees in the northwest of the country
  Taghi mohamadi Reza abdollahzade صابر قرباني siamak kazemzadeh
  Purpose :. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country. Methodology: This research was applied in t More

  Purpose :. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country. Methodology: This research was applied in terms of purpose and descriptive survey in terms of method. The statistical population of the research was 160 employees of Sepeh Bank branches in Selmas and Khoi. The sample size is 113 people using Morgan table and simple random sampling method. The research tools are internal marketing standard questionnaires (Mooney and Forman; 1995), Safari et al.'s ethical marketing questionnaire (2016) and Andrey's standard human resource management performance questionnaire. Oh you. It was Deval (2004). Structural equation method and PLS and SPSS19 software were used to test the research hypotheses Findings: Data analysis showed that the performance of human resources management has an effect on internal marketing with the mediating role of ethical marketing. The performance of human resources management has a positive and meaningful effect on ethical marketing. Ethical marketing has a positive and significant effect on internal marketing. The performance of human resources management has a positive and significant effect on internal marketing. Conclusion: Improving the quality of the organization's human resources performance can lead to gaining a competitive advantage and improving the organization's performance. Improving the performance quality of human resources and bank employees is dependent on their satisfaction as internal customers of the organization, and bank management can direct the skills, attitudes and behavior of employees towards the bank's goals through internal marketing. Manuscript profile
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  4 - Investigating of analyzing the mediating role of ethical marketing on the effect of human resource management performance on internal marketing in Sepeh Bank employees in the northwest of the country
  تقی  محمدی saber ghorbani Reza abdollahzade siamak kazemzadeh
  Taghi Mohammadi Saber Ghorbani Reza Abdulzadeh Siamak Kazemzadeh Abstract Purpose:. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees More

  Taghi Mohammadi Saber Ghorbani Reza Abdulzadeh Siamak Kazemzadeh Abstract Purpose:. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country. Methodology: This research was applied in terms of purpose and descriptive survey in terms of method. The statistical population of the research was 160 employees of Sepeh Bank branches in Selmas and Khoi. The sample size is 113 people using Morgan table and simple random sampling method. The research tools are internal marketing standard questionnaires (Mooney and Forman; 1995), Safari et al.'s ethical marketing questionnaire (2016) and Andrey's standard human resource management performance questionnaire. Oh you. It was Deval (2004). Structural equation method and PLS and SPSS19 software were used to test the research hypotheses Findings: Data analysis showed that the performance of human resources management has an effect on internal marketing with the mediating role of ethical marketing. The performance of human resources management has a positive and meaningful effect on ethical marketing. Ethical marketing has a positive and significant effect on internal marketing. The performance of human resources management has a positive and significant effect on internal marketing. Conclusion: Improving the quality of the organization's human resources performance can lead to gaining a competitive advantage and improving the organization's performance. Improving the performance quality of human resources and bank employees is dependent on their satisfaction as internal customers of the organization, and bank management can direct the skills, attitudes and behavior of employees towards the bank's goals through internal marketing. Manuscript profile