文章基本信息
- 标题：Internal Marketing: Employee Satisfaction and Word of Mouth in Guilan’s Saderat Bank
- 本地全文：下载
- 作者：Maryam Haghighikhah ; Mahdieh Khadang ; Masoud Arabi 等
- 期刊名称：International Journal of Marketing Studies
- 印刷版ISSN：1918-719X
- 电子版ISSN：1918-7203
- 出版年度：2016
- 卷号：8
- 期号：2
- 页码：147
- DOI：10.5539/ijms.v8n2p147
- 出版社：Canadian Center of Science and Education
- 摘要：
Internal marketing is too important for all organizations and it’s especially critical for a people intensive industry such as banking. This paper examines the effects of internal marketing on satisfaction of employees and employee’s word of mouth. Dimensions of internal marketing, which were studied are training, supervisory support, empowerment, communication and compensation. The study has been done in Saderat Bank of Iran in Gulian and we used the technique of Structural Equation Modeling to provide a model. The analytical results demonstrate that approximately 88% of the variance Satisfaction (R2 = 0.88) is explained by Internal marketing and approximately, 82% of the variance word of mouth (R2 = 0.82) is explained by Satisfaction and Internal marketing.
- 其他摘要：Internal marketing is too important for all organizations and it’s especially critical for a people intensive industry such as banking. This paper examines the effects of internal marketing on satisfaction of employees and employee’s word of mouth. Dimensions of internal marketing, which were studied are training, supervisory support, empowerment, communication and compensation. The study has been done in Saderat Bank of Iran in Gulian and we used the technique of Structural Equation Modeling to provide a model. The analytical results demonstrate that approximately 88% of the variance Satisfaction (R 2 = 0.88) is explained by Internal marketing and approximately, 82% of the variance word of mouth (R 2 = 0.82) is explained by Satisfaction and Internal marketing.
