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اثر بازاریابی داخلی بر عملکرد کارکنان: اثر میانجی نوآوری سازمانی در ادارههای تابع شرکت بهرهبرداری نفت و گاز آغاجاری | ||
مدیریت بازرگانی | ||
مقاله 5، دوره 7، شماره 2، 1394، صفحه 315-338 اصل مقاله (492.55 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.52920 | ||
نویسندگان | ||
صاحب ایمانی* 1؛ ریحانه گسکری2؛ البرز قیتانی3 | ||
1کارشناسارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بینالمللی خلیجفارس، خرمشهر، ایران | ||
2استادیار گروه اقتصاد، دانشگاه آزاد اسلامی، واحد آبادان، آبادان، ایران | ||
3استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد شوشتر، شوشتر، ایران | ||
چکیده | ||
پژوهش حاضر به بررسی نقش و سازوکارهای متغیر بازاریابی داخلی بر عملکرد کارکنان از طریق متغیر میانجی نوآوری سازمانی میپردازد. جامعۀ آماری پژوهش را کلیۀ کارشناسان و سرپرستانِ 43 ادارۀ تابع شرکت بهرهبرداری نفت و گاز آغاجاری، به تعداد 770 نفر دربرمیگیرد. برای نیل به اهداف پژوهش، از پرسشنامههای استاندارد بهره برده شده است که روایی آنها را نیز استادان راهنما و مشاور تأیید کردهاند. تجزیهوتحلیل اطلاعات بهکمک روش مدلسازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرمافزار Smart PLS در دو بخش مدل اندازهگیری و بخش ساختاری صورت پذیرفت. نتایج مدلسازی معادلات ساختاری که بر دادههای 238 پرسشنامۀ گردآوریشده از جامعۀ آماری اعمال شد، نشاندهندۀ تأثیر مستقیم، مثبت و معنادار بازاریابی داخلی با ضریب مسیر 659/0 و بهطور غیرمستقیم با نقش واسطۀ نوآوری سازمانی با ضریب مسیر 065/0 بر عملکرد کارکنان و با ضریب مسیر 474/0 بر نوآوری سازمانی است. همچنین، سازۀ نوآوری سازمانی با ضریب مسیر 137/0 تأثیر مثبت و معناداری بر عملکرد کارکنان میگذارد. | ||
کلیدواژهها | ||
بازاریابی داخلی؛ نوآوری سازمانی؛ عملکرد کارکنان؛ نفت و گاز آغاجاری | ||
عنوان مقاله [English] | ||
Effects of internal marketing on employees performance: Effect of Mediator Organizational Innovation (Case study: departments within The AGHAJARI Oil and Gas Operation Company) | ||
نویسندگان [English] | ||
Saheb Imani1؛ Reihaneh Gaskari2؛ Alborz Gheitani3 | ||
1M.A., Department of Business Management, Islamic Azad University, Persian Gulf International Branch, Khorramshahr, Iran | ||
2Assistant Prof., Faculty of Economic, Islamic Azad University, Abadan Branch, Abadan, Iran | ||
3Assistant Prof., Faculty of Management, Islamic Azad University, Shoushtar Branch, Shoushtar, Iran | ||
چکیده [English] | ||
The present study examines the role and mechanisms of internal marketing variables on employee performance through the mediator role of organizational innovation. Statistic population included 770 experts and managers, 43 departments within the Agha-Jari oil and gas Operation Company; using stratified random sampling and Cochran formula 257 were selected as the sample size. Three questionnaires were used, the validity of which was confirmed by the experts. Internal marketing with the validity of 0.70, organizational innovation with the validity of 0.76 and employee performance with the validity of 0.80 were used; validity of faculty members and reliability was confirmed. Data analysis was conducted using structural equation modeling (SEM) with partial least squares (PLS approach and Smart PLS software. The results indicated a direct, significant and positive effect of internal marketing intensity, (0.659) and the indirect effect with mediating role of organizational innovation intensity (0.065) on employee performance and mediating role of organizational innovation intensity (0.474) on organizational innovation. In addition, organizational innovation intensity (0.137) has a significant and positive effect on employee performance. | ||
کلیدواژهها [English] | ||
Agha-Jari oil and gas operation company, employee performance, Internal marketing, Organizational Innovation | ||
مراجع | ||
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