The relationship between internal marketing and organizational performance: the mediating role of gender

Karimi, Asef; Velayati Shokouhi, Rezvan; Shabani Nejad, Esmail; Gilani, Elham

doi:10.22059/jwdp.2016.60052

Document Type : Research Paper

Authors

¹ Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Tehran, Iran

² PhD Student in International Marketing Management, Faculty of Management University of Tarbiyat Modares, Iran

³ MA in Business Management, Faculty of Management, University of Tehran, Tehran, Iran

⁴ MA in Marketing Management, Faculty of Management Payam Noor University, Tehran, Iran

https://doi.org/10.22059/jwdp.2016.60052

Abstract

The survival of each organization depends on its attempts to improve its performance in various fields. To do this, organizations apply numerous procedures, one of which is internal marketing. Therefore, this study aims at exploring the impact of internal marketing on the organizational performance of professors in the University of Applied Science and Technology (UAST) with special consideration of the mediating effect of gender. The study was a survey research and the sample consisted of 384 of male and female professors in UAST in the city of Tehran. To collect data, a standard questionnaire was distributed among the respondents. The content validity of the questionnaire was confirmed by the experts. Also, to ensure the reliability of the questionnaire, pre-test tools were used showing that the Cronbach's alpha was at an acceptable level for the main variables in the questionnaire. The data was analyzed using Multiple Variable Structural Modelling Equations. The results showed that internal marketing has a positive impact on organizational performance. Also, it was revealed that gender has a mediating effect on the relationship between internal marketing and organizational performance. To be more specific, while the relationship proved to be statistically non-significant for male professors, it was statistically significant and positive for female professors.

Keywords

Main Subjects

Management

References

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Woman in Development & Politics

The relationship between internal marketing and organizational performance: the mediating role of gender

References

References

Volume 14, Issue 3
October 2016
Pages 289-308

The relationship between internal marketing and organizational performance: the mediating role of gender

References

References

Volume 14, Issue 3October 2016Pages 289-308

Volume 14, Issue 3
October 2016
Pages 289-308