تاثير بازاريابي داخلي بر كيفيت ارائه خدمات در صنعت بانكداري

The Impact of Internal Marketing on the Quality of Services in the Banking Industry

براي رسيدن به اهداف سازمان بايد به كاركنان كه رسيدگي به امور مشتريان را بر عهده دارند، توجه نمود. مفهومي كه از آن به عنوان بازاريابي داخلي ياد مي كنند. بطور كلي مي‌توان گفت پياده سازي بازاريابي داخلي در سازمان‌هاي خدماتي بويژه بخش بانكداري اين سازمان‌ها را مجهز به شايستگي‌ها و قابليت‌هايي مي‌كند كه ضمن بهره‌گيري از فرصت‌هاي محيطي، ارتقاي عملكرد آن‌ها را به دنبال خواهد داشت. پژوهش حاضر با هدف بررسي تأثير بازاريابي داخلي بر كيفيت ارائه خدمات با متغيرهاي ميانجي تعهد سازماني و رضايت شغلي انجام شده است. روش پژوهش مورد استفاده در اين پژوهش توصيفي- پيمايشي است. بدين منظور مديران و معاونين بانك تجارت در سطح شهر تهران به عنوان جامعه آماري انتخاب گرديده و داده‌هاي پژوهش 268 نفر از اعضاي جامعه جمع آوري شدند. داده‌ها با استفاده از پرسش نامه جمع آوري گرديد و به منظور بررسي فرضيات پژوهش و آزمون آن ها از معادلات ساختاري مبتني بر حداقل مربعات جزئي استفاده شد. براي تجزيه و تحليل داده‌ها از نرم افزار SPSS و PLS استفاده شد. يافته‌هاي مطالعه حاكي از اين است كه بازاريابي داخلي بر تعهد سازماني و رضايت شغلي داراي تأثير مثبت و معنادار است و تعهد سازماني و رضايت شغلي بر كيفيت ارائه خدمات تأثير مثبت و معنادار دارد.

In order to achieve the organization s goals, attention should be paid to employees who deal with customer affairs. The concept of it as internal marketing. In general, it can be said that the implementation of internal marketing in service organizations, especially the banking sector, is equipped with competencies and capabilities that, while taking advantage of environmental opportunities, will boost their performance. The purpose of this study was to investigate the effect of internal marketing on the quality of service delivery with the variables of organizational commitment and job satisfaction. The research method used in this research is descriptive-survey. For this purpose, managers and vice-chairs of Trade Bank in Tehran city were selected as the statistical population and the research data were collected from 268 members of the community. Data were collected using a questionnaire. In order to investigate the research hypotheses and their test, we used structural equations based on partial least squares. Data were analyzed using SPSS and PLS software. The findings of the study indicate that internal marketing has a positive and significant effect on organizational commitment and job satisfaction. Organizational commitment and job satisfaction have a positive and significant effect on the quality of providing services. shouldSHo͝od Definitions of should verb used to indicate obligation, duty, or correctness, typically when criticizing someone s actions. he should have been careful used to indicate what is probable. $348 million should be enough to buy him out expressing the conditional mood. 5 more definitions See also should be, you should, should not, I should, should have, it should, it should be, I should go, it should be noted, should be done Translations of should verb بايد should, must, ought, shall, maun بايست should, must, shall, ought