期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2012
卷号：2
期号：9
页码：167-178
出版社：Human Resource Management Academic Research Society
摘要：Nowadays many managers implement internal marketing simultaneous with external marketing programs. This due to the result of the research that (1) address internal marketing as a prerequisite for the success of external marketing, (2) show significant relationship between internal marketing, organizational performance, and employee satisfaction. On the other hand, satisfaction and happiness are important goals which every person seeks in his life and work. Hence, this study examines the impact of internal marketing on employee happiness. Furthermore, in this study, the effect of internal marketing aspects (internal product, pays, workplace, and internal promotion) on employee happiness as subordinate hypothesis is investigated. This survey was carried out in tile industry; Nilou Tile Company. Statistical population included 700 employees of the company. Field methods and questionnaire were used to gather essential information. In this study, 200 questionnaires were randomly distributed to employees. Eventually 180 questionnaires were returned. SPSS and Amos were used to analyze data descriptively, assess the credibility of the model and test hypotheses. Results indicated that all sub-hypotheses as the aspects of internal marketing have positive effects on happiness except for products. In addition, the main hypothesis under the heading "internal marketing affects on employee happiness" was confirmed
关键词：Internal Marketing; Happiness; Pays; Internal product; Workplace; Internal ;promotion ; var currentpos;timer; function initialize() { timer=setInterval("scrollwindow()";10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0;++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initialize;International Journal of Academic Research in Business and Social Sciences ;September 2012; Vol. 2; No. 9 ;ISSN: 2222-6990 ;168 ;www.hrmars.com/journals ;Introduction ;Human resources are the most valuable asset of organization. Therefore; organizations ;undertake to cost high for employees. This is due to employee satisfaction that results in ;developing the quality of products and services as well as achieving customer satisfaction ;Internal marketing pursues to increase the satisfaction of employees as the internal customers ;of organization. So the goal is to improve offering services and products to customers ;continuously. Extensive studies approved the positive relationship between internal marketing ;and many organizational components such as loyalty; job satisfaction and performance. ;Therefore; internal marketing can be defined as a promoter which establishes an attractive ;workplace for employees. An attractive workplace is defined as creation the atmosphere which ;brings happiness to staff. Ultimately employee happiness leads to their flourishing ;(Vasconcelos; 2008). Caruana and Calleya (1998) argued that the purpose of internal marketing ;is to establish the situation in which the awareness of employees increases. Chang and Kelly ;(1994) stated that the improvement and satisfaction of internal consumer must have priority to ;satisfying each consumer out of organization. On the other hand; Piercy and Morgan (1991) ;stated that the goal of internal marketing is associated with external marketing plan. Internal ;marketing is used for reaching to the higher level of job satisfaction. This satisfaction gives ;internal consumers (employees) the sense of happiness due to their working experience. As ;mentioned; if internal customers are the largest asset of company; organizations should ;establish the situation in which their needs are satisfied and the best employees are kept. Since ;happiness in life is a goal for human beings; the task of organization is to apply it as a strategy ;for keeping and provoking its best asset. Ling (1999) claimed that internal marketing must ;establish the situation in organization which makes the employees happy. Brum (1998) also ;mentioned that the main output of internal marketing`s programs creates a happy environment ;for staff and any kind of organization has the ability to create it. Hence; the present study ;analyzes the effect of internal marketing and its aspects on employee happiness. ;Internal marketing ;Barry et al. (1981) for the first time introduced the aspects of internal marketing based on ;traditional 4Ps (product; price; promotion and place) of traditional marketing in America. They ;assumed that employees as customers and their businesses as products can be considered. ;Also; Flipo (1981); based on 4Ps elements in external marketing; explained internal marketing ;as: products as a job; prices as the cost of employment opportunities in the work; place as the ;location where jobs are offered near the place of residence of internal consumers; and ;promotion as communication and reward system. In the following table; the proportion of each ;elements of traditional and internal marketing is shown.
