The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation

• Main Authors: Amir Mohammad Fakor, Fershteh Sadegh
• Format: Article
• Language: fas
• Published: University of Tehran 2016-11-01
• Series: ‫مدیریت بازرگانی
• Subjects: Internal marketing; market orientation; sustainable marketing; Performance; Banking Industry
• Online Access: https://jibm.ut.ac.ir/article_60632_8439858357ad772cb84f444f31961ad5.pdf

This study investigates the impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. For this article, a sample of 310 from ….. employees in Mellat banks in the city of Mashhad was subject to distribute the researcher made questionnaire for Measurement of internal marketing (with 15 Questions), sustainable marketing (with 3 Questions), market orientation (with 30 Questions) and performance (with 10 Questions) reaffirming the validity and reliability. To analyze collected data, structural equation modeling and AMOS software were employed. Research conceptual model was tested by statistical techniques and structural equation modeling. The results indicated that; employed structural equation model, provides a powerful theoretical model for predicting performance through internal marketing, sustainable marketing and market orientation. Also, significant impact of internal marketing on performance and on sustainable marketing, sustainable marketing on market orientation, market orientation on performance and indirect impact of internal marketing on performance through sustainable marketing and market orientation was confirmed.