The Impact of Internal Marketing on Employee Organizational Commitment in Fledgling Knowledge-Based Companies with the Mediating Role of Organizational Rewards

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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
One of the important strategies for sustainable development of communities was development of knowledge-based and technology-based businesses. The aim of this study was to investigate the effect of internal marketing on the organizational commitment of employees of fledgling knowledge-based companies with the mediating role of organizational reward. The statistical population of this study included all employees of fledgling knowledge-based companies in the Zahedan city that 167 people according to Cochran's formula were selected by simple random sampling as a statistical sample. To collect information in the survey level, standard questionnaires of internal marketing, organizational commitment and organizational reward were used, the face and content validity has been confirmed by experts and their reliability of questionnaires was estimated to be greater than 0.7 with using Cronbach's alpha test and combined reliability. Structural equation method and LISREL software were used to analyze the research data. The results showed that internal marketing has effects on organizational commitment of employees of fledgling companies and also organizational reward has a Partial mediating role in the relationship between internal marketing and organizational commitment. Therefore, it is suggested to the managers of new knowledge-based companies to create awareness among employees about internal marketing processes; Identifying the expectations of internal customers; Identification of internal customers and suppliers; Establishing a proper relationship between the expectations of customers and internal suppliers; flexibility and, if necessary, the readiness of employees to change in a way that is responsive to the demands of customers, so that by involving employees in achieving the service delivery criteria in a continuous and quality manner and based on frequent feedback, both in The employees and the organization should make a commitment and also improve the quality of their organization's services, which is in the stage of formation and is necessary for the survival of the organization.
Language:
Persian
Published:
Journal of Innovation EconomicEcosystem Studies, Volume:3 Issue: 3, 2023
Pages:
111 to 129
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