The Effect of Internal Marketing on Organizational Commitment in Ghods Hospital in Arak City, 2016

• Main Authors: Mojgan Ahmari Nejad, Mojdeh Ahmari Nejad, Hamid Rezghian, Mohammad Ghenaati
• Format: Article
• Language: fas
• Published: Arak Medical University 2017-06-01
• Series: Majallah-i dānishgāh-i ̒ulūm-i pizishkī-i Arāk
• Subjects: Communication; Development; Internal marketing; Organizational commitment; Recruitment and Appointment; Reward; Safe workplace
• Online Access: http://amuj.arakmu.ac.ir/article-1-5033-en.pdf

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.