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:: Volume 20, Number 3 (6-2017) ::
amuj 2017, 20(3): 1-11 Back to browse issues page
The Effect of Internal Marketing on Organizational Commitment in Ghods Hospital in Arak City, 2016
Mojgan Ahmari Nejad , Mojdeh Ahmari Nejad, Hamid Rezghian, Mohammad Ghenaati
Master of Business Management, Arak University of Medical Sciences, Arak. Iran , m.ahamarinejad@yahoo.com
Abstract:   (1208 Views)

Abstract

Background: Internal marketing is one of the applied instruments for managers to plan human force. This study aimed to investigate the effect of internal marketing on organizational commitment in a remedial center.

Materials and Methods: This study has an applied purpose and its nature is causal-survey. Statistical population consisted of 450 working employees in Ghods hospital in Arak city. Out of these, 207 samples were selected by available random cluster sampling. Data were gathered by standard questionnaires and the reliability of them validated by Cronbach’s alpha coefficient. Data analysis was performed by linear regression by using SPSS 19 software.

Results: The findings of this study showed that internal marketing had an effect on organizational commitment and the value of it was 0.2. Also, reward affected on organizational commitment which was equal to 0.13. The effect of communication on organizational commitment was positive and the value of it was 0.16. Development had an effect on organizational commitment which was equal to 0.16. In addition, safe workplace had an effect on organizational commitment and the value of it was 0.12. Also, the effect of job recruitment and appointment was positive which was equal to 0.11.

Conclusion: According to the results, it is essential to pay attention to necessary requirements and conditions for providing an appropriate bed to expand internal marketing and employees’ participation to develop organizational commitment.

Keywords: Communication, Development, Internal marketing, Organizational commitment, Recruitment and Appointment, Reward, Safe workplace.
Full-Text [PDF 610 kb]   (508 Downloads)    
Type of Study: Original Atricle | Subject: General
Received: 2017/04/14 | Accepted: 2017/05/15 | Published: 2017/05/20
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Ahmari Nejad M, Ahmari Nejad M, Rezghian H, Ghenaati M. The Effect of Internal Marketing on Organizational Commitment in Ghods Hospital in Arak City, 2016. amuj. 2017; 20 (3) :1-11
URL: http://amuj.arakmu.ac.ir/article-1-5033-en.html
Volume 20, Number 3 (6-2017) Back to browse issues page
مجله دانشگاه علوم پزشکی اراک Arak Medical University Journal
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