سید مجید سیدحسینی

In today,human resources are considered one of the most important intangible assets and the main source of sustainable competitive advantage in the organization. If organizations want to have an ongoing life in today's competitive world, the only way is to pay attention to their human resources as the main organization's capital and continuous effort to meet their needs. Also, creating a positive mental image of employees is often considered as a key factor in success and in creating a sustainable competitive advantage, especially in service industries, which considering them can be effective in consolidating the status of service providers in competitiv markets.Therefore, the present research studies the effect of internal marketing on employees' image of the organization's brand through emotional labor, organizational commitment, service quality and competitiveness variables. The present research, in terms of purpose, is an applied study and in terms of data collection method, is descriptive and in terms of relations between variables, is causality and disability. The results showed that internal marketing has positive and significant impact on emotional labor, organizational commitment, service quality and competitiveness. Also emotional labor has positive and significant impact on organizational commitment and finally organizational commitment, service quality and competitiveness have positive and significant impact on employees' image of the organization's brand.

The present study investigates the role and mechanism of affecting the emotional labor variable on employees' brand image of the organization through the intermediate variables of organizational commitment and service quality. The purpose of this study is providing a model of employees' brand image of the organization by considering the independent variable of emotional labor and the intermediate variables of organizational commitment and service quality. The study questionnaire was extracted from existing standard questionnaires, but in addition to expert opinion, confirmatory factor analysis was used to prove its validity. The study sample consisted of 367 personnel of Bank Melli Iran, all of whom completed the questionnaire. The results of the research indicate a positive and direct effect, as well as a positive and indirect effect of emotional labor on employees' brand image of the organization; The indirect effect of internal marketing on employees' brand image of the organization hrough intermediate variables of organizational commitment and service quality is far greater than its direct effect. In the indirect effect, the share of service quality on employees' brand image of the organization is greater than the share of organizational commitment