مطالعه تاثير بازاريابي داخلي بر رفتارهاي فرانقش: واكاوي نقش ميانجي تعهد سازماني

An Exploration of the Dimensions of Internal Marketing in Information and Knowledge Services and Its Effect on Extra- Role Behavior: The Analysis of the Mediator Role of Organizational Commitment (Text in Persian)

هدف اين پژوهش بررسي ابعاد بازاريابي داخلي در خدمات اطلاعاتي و دانشي و تاثير آن بر تعهد و رفتار شهروندي سازماني است. جامعه آماري پژوهش كاركنان واحدهاي اطلاع رساني مركزي دانشگاههاي دولتي شهر تهران است. براي اين منظور از پرسشنامه محققساخته كه داراي چهار بعد توانمندسازي، آموزش و توسعه، ارتباطات و انگيزش است براي بررسي بازاريابي داخلي، از پرسشنامه تساي (2008) براي بررسي تعهد سازماني و براي رفتار شهروندي سازماني از پرسشنامه هيل (2002) استفاده شد. تاثير بازاريابي داخلي بر تعهد سازماني و تاثير تعهد سازماني بر رفتار شهروندي سازماني تاييد و تاثير بازاريابي داخلي بر رفتار شهروندي سازماني رد شد، ضمن اينكه تعهد سازماني به عنوان متغير ميانجي شناخته شد.

The aim of the present research is to an exploration of the dimensions of internal marketing in information and knowledge services and its effect on extra- role behavior: The analysis of the mediator role of organizational Commitment. The research is applied in this goal and is descriptive in its data- gathering and it is correlation- type، obviously based upon structural equation modeling. The sample is the staff of central libraries of Tehran’s state universities. For this purpose، a researcher-made questionnaire with four dimensions (empowerment، education، communication and motivation) was used for a study of internal marketing، and the Tsai questionnaire (2008) was used for the study of organizational commitment، and for citizenship behavior، the three subscales of helping، civic virtue and sportsmanship of the Hill questionnaire (2002). The impact of internal marketing on organizational citizenship behavior was rejected، and the role of organizational commitment was detected as mediator.