The Effect of Internal Marketing Effect on Quality of service with Emphasis On the Mediating Role of Organizational Citizenship Behavior and Organizational Commitment

Safari, Ali; Radi, Faezeh

The Effect of Internal Marketing Effect on Quality of service with Emphasis On the Mediating Role of Organizational Citizenship Behavior and Organizational Commitment

Document Type : Research Paper

Authors

Ali Safari ¹

Faezeh Radi ²

¹ Assistant Professor, University of Isfahan

² M.S Administration, Islamic Azad University, Mobarakeh, Isfahan

Abstract

The present article aims to investigate the effect of internal marketing on the Quality of Services, with a view to the intermediary roles of organizational citizenship behaviors and organizational commitment. The statistical population consisted of managers and assistants of Sepah bank in the City of Isfahan. The sample size was derived from Cochran formula, and the data collection instrument was distributed in a stratified method and in accordance with the size of the sample. In order to gather information a field research method were used.Kind of research method is descriptive-surveyed of field branch. This data collective instrument consisted of four standard questionnaires and 259 copies of which were distributed. Out of this number 205 were returned and analyzed. In order to process data, AMOS18 software was used. . Research hypotheses were tested via structural equations modeling (SEM). The results showed the positive and meaningful effect of internal marketing on the quality of services. Also, internal marketing has positive and meaningfully effect on the organizational commitment and organizational commitment on organizational citizenship behavior. Moreoverorganizational citizenship behavior has positive and meaningfully effect on the Quality of Services.Also, the model of organizational citizenship behavior, organizational commitment, as well as internal marketing effectiveness on the quality of services is adequate and acceptable and other related indexes possessed of likelihood.

Keywords

Internal Marketing

organizational commitment

Organizational Citizenship Behavior

Quality of Service

Sepah bank