تاثير بازاريابي داخلي بر نوآوري سازماني:نقش ميانجي خودكارآمدي كاركنان(مطالعه موردي: شركت امرسان)

1. The Effect of Internal Marketing on the Organizational Innovation with the Mediating Role of Staff Self-Efficacy

هدف اين پژوهش بررسي تاثير بازاريابي داخلي بر نوآوري سازماني با متغير ميانجي خودكارآمدي كاركنان مي‌باشد. اين تحقيق از نظر ماهيت و روش، كمّي- توصيفي و از نظر هدف از نوع كاربردي است. 150 نفر از كاركنان شركت امرسان جامعه‌ي آماري پژوهش را شكل مي‌دهند كه اعضاي نمونه به روش نمونه گيري تصادفي ساده انتخاب شدند. براي جمع‌آوري اطلاعات از پرسش‌نامه‌ي استاندارد استفاده شده و به‌منظور بررسي روايي پرسش‌نامه از روش روايي تشخيصي از شاخصAVE استفاده شد. همچنين پايايي پرسش‌نامه به‌وسيله‌ي روش پايايي تركيبي CR به همراه آلفاي كرونباخ بررسي شد. آزمون فرضيات پژوهش از الگوي معادلات ساختاري با نرم افزار SMART-PLS انجام شد. نتايج به‌دست آمده از پژوهش نشان مي دهد كه بازاريابي داخلي بر نوآوري سازماني با شدت (501/0) ، بازاريابي داخلي بر خودكارآمدي كاركنان با شدت (795/0) و همچنين خودكارآمدي كاركنان بر نوآوري سازماني با شدت (688/0) تاثير دارد و در نهايت خودكارآمدي كاركنان به‌عنوان ميانجي در تاثير بازاريابي داخلي بر نوآوري سازماني با شدت (546/0) تاثيرگذار است.

The purpose of this study is to investigate the effects of domestic marketing on the organizational innovation through mediation of the staff self-efficacy. The statistical population of this study includes 150 members of Emersam Company where the sample members were selected randomly. In order to collect the research data, three questionnaires have been used. These include the questionnaire of internal marketing that was developed and standardized by Nasr Esfahani and et al. (2012), the questionnaire of efficacy that was developed and standardized by Chen (2001), and the self-administrated questionnaire of organizational innovation. In order to examine and confirm the validity of such questionnaires, a descriptive validity Method was used through AVE index. Also Composite Reliability (CR) and Cronbach’s Alpha Coefficient were used for examining and confirming the reliability of the questionnaires. The Structural Equation Modeling was used to analyze the data in the SMART-PLS. The results reveal that internal marketing influences organizational innovation significantly (with path coefficient 0/501). Also the results show that the internal marketing affects the staff self-efficacy (with path coefficient 0/795). These results also reveal that staff self-efficacy influences organizational innovation significantly (with path coefficient 0/688). On the other hand, the results indicate that the staff self-efficacy can be considered as a mediating factor in the relationship between internal marketing and organizational innovation (with path factor 0/546).