پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شمارهها | 698 |
| تعداد مقالات | 10,088 |
| تعداد مشاهده مقاله | 71,230,274 |
| تعداد دریافت فایل اصل مقاله | 62,960,433 |
Identify the internal marketing dimensions focusing on employee's customer-oriented behavior in the home appliance manufacturing industry using the fuzzy Delphi | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 15، دوره 15، شماره 9، آذر 2024، صفحه 203-218 اصل مقاله (540.73 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.31450.4637 | ||
| نویسندگان | ||
| Seyed Mansour Khoshkalam Soleymandarabi1؛ Mohammad Ali Nasimi* 2؛ Rahmat Ali Saberi Haghayegh3 | ||
| 1Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran | ||
| 2Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran. | ||
| 3Department of Business Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran | ||
| تاریخ دریافت: 23 فروردین 1402، تاریخ بازنگری: 18 مرداد 1402، تاریخ پذیرش: 08 شهریور 1402 | ||
| چکیده | ||
| Objective: Internal marketing has been developed in various forms in all types of organizations. Mainly, internal marketing has been studied as a motivational strategy in service companies. Goods manufacturing industries have not benefited much from the use of internal marketing in strengthening employees' extra-role behaviors. Customer orientation is one of the extra-role behaviors of employees, which in turn is the source of value for internal and external customers. When we follow the internal process segmentation approach, the organization is divided into a set of internal suppliers and internal customers. In this case, it becomes important to study the customer-oriented behavior of employees in the exchanges within the organization. To ensure the implementation of internal marketing in manufacturing organizations, in a way that best meets the needs of these organizations, it was necessary to conduct a study specific to manufacturing industries; a study that included the identification of internal marketing components with a customer-oriented approach. The purpose of the current research was to identify and introduce the dimensions of internal marketing with a customer-oriented approach of employees in manufacturing industries. Method: This is a sequential mixed research in the inductive paradigm that was conducted in qualitative-quantitative phases. Its purpose is practical and its nature is exploratory. The data collection of the qualitative phase was carried out during semi-structured interviews that continued until theoretical saturation, and finally 15 experts and managers of manufacturing industries and university professors in the field of management participated in it. Qualitative phase analysis was done with them analysis approach using MAXQDA software. In the quantitative part, the fuzzy Delphi questionnaire was used to reach the consensus of the expert group on the dimensions identified in the qualitative phase. Conclusion: The results indicate the extraction of internal marketing dimensions with a customer-oriented approach in comprehensive themes (individual factors of employees and managers, organizational factors, motivational factors) and in 9 organizational themes, 1- Demographic characteristics 2- Organizational citizenship behavior of employees and managers 3 - Managers' support 4- Internal communication 5- participatory management 6- Promotion of customer-oriented culture 7- Employee job security 8- Job satisfaction 9- Appreciation and 44 basic themes. | ||
| کلیدواژهها | ||
| Internal marketing؛ fuzzy Delphi؛ Home appliances manufacturing industry؛ Customer-oriented behavior | ||
| مراجع | ||
|
[1] M. Ajalli, M.M. Mozaffari, and H. Tolouei, Impact review SHRM on Innovation performance by mediating role of innovation capability, J. Strat. Manage. Stud. 13 (2022), no. 51, 245–264. [2] M. Akbari, S. Imani, M. Ghobadnezhad, and R. Rahimi, Relationship between transformational leadership, internal marketing and entrepreneurial orientation (The case of: National Iranian South Oil Company), J. Entrepr. Dev. 8 (2015), no. 3, 571–590. [3] J. Ali, M.A. Ahmed, M. Shaharyar, M. Haseeb, and R. Zahoor, The impact of internal marketing on the employee’s retention in Sialkot industries, Int. J. Acad. Res. Bus. Soc. Sci. 4 (2014), no. 9, 478. [4] H. Amraee and A. Azar, Providing an effective model for monitoring and evaluating public sector financial performance in performance-based budgeting, Financ. Account. Audit. Res. 13 (2022), no. 4 (52), 53–86. [5] A. Atefatdoost, A.A. Khaef Elahi, A.A. Fani, and H. Danaee Fard, Studying the effect of internal marketing on organizational performance with considering the role of organizational commitment and organizational entrepreneurship as intermediary variables (case study: Mobarakeh steel company), J. Bus. Manage. 5 (2014), no. 4, 21–42. [6] M. Basirat, S. Imani, M. Zeranejad and A. Dehghan Najmabadi, Evaluating the mediatory effect of entrepreneurial orientation on the relationship between internal marketing and organizational commitment (case study: headquarter offices of Aghajari oil and gas operating company), Product. Manage. (Beyond Management) 8 (2015), no. 32, 147–169. [7] J. Beikzad and M. Taghi Soltani, Strategic planning and management in the public sector, J. Account. Manage. Vis. 5 (2023), no. 70, 50–66. [8] A. Bonyadi Naeini, M.H. Kamfirooziand, and M. Dehghan Mashtani, Surveying the effect of internal marketing and internal branding on service quality (Case study: A server company), J. Market. Manage. 9 (2014), no. 25, 83–99. [9] V. Braun and V. Clarke, Using thematic analysis in psychology, Qualit. Res. Psycho. 3 (2006), no. 2, 77–101. [10] D.J. Cahill, The managerial implications of the learning organization: a new tool for internal marketing, J. Serv. Market. 9 (1995), no. 4, 43–51. [11] Q. Chen, R. Huang, K.Y. Pak, and B. Hou, Internal marketing, employee satisfaction and cultural congruence of Gulf airlines, Tourism Rev. 76 (2021), no. 6, 1214–1227. [12] M. Davoudvandi, Investigating the effect of internal marketing on customer orientation in Iran insurance company, Second Int. Conf. Indu. Manag. Eengin., 2014. [13] M. Dehghani Soltani and E. Mohammadi, The role of internal marketing on customer-oriented behavior promotion of hostlers by clarifying mediating role of emotional behaviors (case study: international airlines hostesses), J. Int. Bus. Administr. 5 (2022), no. 2, 225–244. [14] A. Demir, Impact of internal marketing on the customer perceptions in SMEs, Int. J. Serv. Oper. Manage. 42 (2022), no. 3, 379–396. [15] S. Finney and M. Scherrebeck-Hansen, Internal marketing as a change management tool: A case study in rebranding, J. Market. Commun. 16 (2010), no. 5, 325–344. [16] S.K. Foreman and A.H. Money, Internal marketing: concepts, measurement and application, J. Market. Manage. 11 (1995), no. 8, 755–768. [17] W.R. George, Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level, J. Bus. Res. 20 (1990), no. 1, 63–70. [18] W.E. Greene, G.D. Walls and L.J. Schrest, Internal marketing: the key to external marketing success, J. Serv. Market. 8 (1994), no. 4, 5–13. [19] E. Gummesson, Using internal marketing to develop a new culture—the case of Ericsson quality, J. Bus. Ind. Market. 2 (1987), no. 3, 23–28. [20] A. Habibi, S. Izadyar and A. Sarafrazi, Fuzzy Multi-Criteria Decision Making, (First edition), Rasht: Katibeh-eGuil Publications, 2013. [21] S. Imani, P. Foroudi, N. Seyyedamiri, and N. Dehghani, Improving employees’ performance through internal marketing and organizational learning: Mediating role of organizational innovation in an emerging market, Cogent. Bus. Manage. 7 (2020), no. 1. [22] W.B. Joseph, Internal marketing builds service quality, J. Health Care Market. 16 (1996), no. 1, 54–59. [23] C.P. Lean, The relationship between internal marketing, job satisfaction, organizational commitment, and market orientation: a study on manufacturing companies in northern region of Malaysia, Unpublished Master’s Thesis, Master of Business Administration, 2005. [24] T.A. Minar, S. Sarwari and M. Salam, Internal marketing: a strategic tool to achieve inter-functional co-ordination in the context of a manufacturer of industrial equipment, Daffodil Int. Univ. J. Bus. Econ. 3 (2008), no. 1, 173–187. [25] N. Mohammadesmaeili, Identifying the customer focused culture mechanisms in organization, Public Manage. Res. 11 (2018), no. 39, 249–273. [26] P. Mousavi, R. Yousefi Zenouz, and A. Hassanpoor, Identifying organizational information security risks using fuzzy Delphi, J. Inf. Technol. Manage. 7 (2015), no. 1, 163–184. [27] A. Nasre Esfahani, Z. Amiri, and M. Farrokhi, The effect of internal marketing on the organizational innovation with the mediating role of staff self-efficacy (Emersan company as a case study), J. Entrepr. Dev. 6 (2013), no. 3, 27–45. [28] O. Okunyeva, The function of internal marketing in the process of formation of a customer-centric company, Eastern Eur. Bus. Econ. J. 4 (2018), no. 2, 97–131. [29] V.O. Olorunsola, M.B. Saydam, O.A. Ogunmokun, and A. Ozturen, Service beyond the status quo: the ripple effect of corporate social responsibility and internal marketing on employee’s customer-oriented behavior, Int. J. Bank Market. 40 (2022), no. 4, 820–841. [30] N. Owusu-Frimpong and A. Martins, Adoption and implementation of internal marketing systems by Ghanaian small-and medium-sized enterprises, J. Afr. Bus. 11 (2010), no. 1, 26–48. [31] S. Prasad and S. Nandi, Internal marketing in manufacturing organizations: An exploratory study, Int. J. Manage. Dev. Stud. 6 (2017), no. 10, 70–82. [32] J. Qiu, A. Boukis and C. Storey, Internal marketing: a systematic review, J. Market. Theory Practice 30 (2022), no. 1, 53–67. [33] M. Rafiq and P.K. Ahmed, Advances in the internal marketing concept: definition, synthesis and extension, J. Serv. Market. 14 (2000), no. 6, 449–462. [34] K.K. Reardon and B. Enis, Communication forum: establishing a companywide customer orientation through persuasive internal marketing, Manag. Commun. Quart. 3 (1990), no. 3, 376–387. [35] N.M. Saad, S.H. Hassanand L.M. Shya, Revisiting the relationship between internal marketing and external marketing: The role of customer orientation, J. Dev. Areas 49 (2015), no. 3, 249–262. [36] M.K. Saberi, N. Soltani Nejad, A.A. Rashid, and J. Mazloom, The role of job attachment and emotional commitment as a mediator between internal marketing and customer-oriented behavior of librarians in public libraries, Res. Inf. Sci. 24 (2018), no. 1 (92), 81–102. [37] A. Shafiei and V.R. Mirabi, Investigating factors affecting brand equity with respect to mediating role of productivity in major steel companies, J. Product. Manage. 12 (2018), no. 46, 233–260. [38] S.B. Sunardi and C. Veronica, Mediating role of organizational commitment on the relationship between internal marketing and marketing performance, Int. J. Psycho. Rehabil. 24 (2020), no. 2. [39] S.B. Ta，stan and S.M.M. Davoudi, Investigating the mediating role of job satisfaction on the relationship between internal marketing and job performance: A research within services industry, Middle East J. Manage. 7 (2020), no. 5, 492–517. [40] R.J. Varey, Internal marketing: a review and some interdisciplinary research challenges, Int. J. Serv. Ind. Manage. 6 (1995), no. 1, 40–63. [41] Q. Wang, X. Zhao and C. Voss, Customer orientation and innovation: a comparative study of manufacturing and service firms, J. Product. Econ. 171 (2016), no. 2, 221–230. [42] W.Y. Wu, C.C. Tsai, and C.S. Fu, The relationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance: An empirical study of TFT-LCD companies in Taiwan, Human Factors Ergonom. Manufactur. Service Ind. 23 (2013), no. 5, 436–449. [43] H. Yu-Ting, Internal marketing and internal customer: a review, reconceptualization, and extension, J. Rel. Market. 19 (2019), no. 3, 1–17. [44] S. Zarinjoi Alvar, M. Mahmoudi Maymand, E. Albo Naimi, and M. Samiei Nasr, Designing and explaining the internal marketing model of Iran free zones, New Market. Res. J. 8 (2018), no. 2, 181–198. | ||
|
آمار تعداد مشاهده مقاله: 1,974 تعداد دریافت فایل اصل مقاله: 1,418 |
||