Examining the impact of Internal Marketing Orientation and Organizational Citizenship Behavior on Organizational Performance at the University of Mazandaran

This research examined the impact of internal marketing orientation and organizational citizenship behavior on organizational performance in University of Mazandaran. The colleges of University of Mazandaran and Personnel of them constitute are the population of this study the sample size of 131 was determined. Stratified sampling was applied to select the research sample. The data about the internal marketing orientation and organizational citizenship behavior was collected through questionnaires. Organizational performance data of the colleges were gathered from existing documents of the university. Alpha Cronbach was used to evaluate the reliability of the questionnaire. The alpha Coefficient was estimated to be 0.87. AVE was used to assess construct validity. It shows that the questionnaire has good validity. Data was analyzed using descriptive and parametric statistics through SPSS 16, Visual PLS and Smart PLS softwares. The path analysis test has been used to test the Hypotheses. The results indicate that internal market orientation and Organizational citizenship behavior have a positive and significant effect on organizational performance. Also the effect of Internal marketing orientation behavior had been proved on organizational citizenship.