عنوان

اثر ادراک از تعهد مدیریت به بازاریابی داخلی بر نگرش کاری کارکنان با نقش میانجی‌گری شیوه‌های بازاریابی داخلی و رضایت شغلی

‭۱۳۴۱۴پ‬

per

اثر ادراک از تعهد مدیریت به بازاریابی داخلی بر نگرش کاری کارکنان با نقش میانجی‌گری شیوه‌های بازاریابی داخلی و رضایت شغلی

/روح‌الله عباسی

: اقتصاد، مدیریت و بازرگانی

، شهریور‮‭۱۳۹۴‬

چاپی

کارشناسی ارشد

مدیریت بازرگانی گرایش بازرگانی بین الملل

‮‭۱۳۹۴/۰۶/۱۴‬

تبریز: دانشگاه تبریز

بازاریابی داخلی

رضایت شغلی

نگرش کاری

نگرش کاری

Today, the very complex and competitive environment requires organization to consider internal employees as internal customers. Employees can satisfy customers through offering suitable services whenever their own needs are also satisfied by the firm. This issue is according to the same logic that Bary et al. used in their study which. They stated that internal marketing as a mean to gain organizational capability in order to satisfy customer needs in an effective way. On the other hand the tourism industry in recent years has been transformed into one of the most prosperous industries. These issues prompted us to study the effect of management's commitment to internal marketing on the work attitude of the staff in four and five star hotels in Tabriz and Urmia. Data were collected from 237 full-time and part-time employees of hotels. The results of statistical data and structural equations modeling using SPSS22 and SMART PLS3 indicated that management commitment to internal marketing has a relationship with internal marketing techniques, the present study. also indicated the presence of a positive relationship between management commitment to internal marketing and job satisfaction. In addition, management commitment to internal marketing, affects internal marketing techniques and job satisfaction affect employees' work attitude. In general it can be conclude that among hotel employees studied in this research, management commitment to internal marketing, methods of internal marketing and job satisfaction are good predictors for employees work attitudes

2

104

عباسی، روح‌الله، پژوهشگر

فاریابی، محمد، استاد راهنما

جبارزاده، یونس، استاد مشاور

گیلانی، عبدالعلی، استاد مشاور همکار

فارسی‮‭۱۳۴۱۴‬

سیاه و سفید

نمایه‌سازی قبلی