Study of effects of internal marketing on customer orientation (food & drug distribution companies of Kermanshah province)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2012, Vol 3, Issue 11
Abstract
Nowadays, the pioneer companies are trying to increase their profitability through satisfying the needs of their customers by using the best possible way This point is the most crucial basis of their success which is based on a customer orientation strategy, but many of these companies have neglected their employees' satisfaction as their internal customers, and presently, importance and determinant role of internal customer (employee) of organization in making external marketing plans successful have been clearer than before as the concept of internal marketing has been outlined. Therefore, present research studies effects of internal marketing on customer orientation within food and drug distribution companies in Kermanshah province. To this end, 9 hypotheses were made, research method is descriptive_ correlation and obviously based on structural equations (AMOS) model, being an applied one in terms of its goal. Statistical population consisted of marketers and directors of marketing of food and drug distribution companies, sample were taken classifiably and observation related to the questionnaire and variables of each hypothesis's items on the scale of 1- 20 were provided. Given data gathered from 165 statistical samples, it can be said that there is a significantly positive correlation between internal customer and customer orientation and 2 of 9 hypotheses were rejected and remaining ones were supported. In addition, regression model fitted among independent and dependent variables was signification and appropriate.
Authors and Affiliations
Rastegar Mohammadi| Business management M.A. Student of Islamic Azad University, Kermanshah Branch, PO Box: 67148- 93561, Kermanshah, Iran. (989185527351).rastegarmohamady@gmail.com, Reza Hashemi| Assistant Professor, Business management Department, Islamic Azad University, Kermanshah Branch, Iran, Alireza Moradi| Faculty Member of Economics Department, Islamic Azad University, Kermanshah Branch, PO Box: 6718997551, Kermanshah, Iran.
Keywords
Related Articles
- EP ID EP5187
- DOI -
- Views 373
- Downloads 19
Combination value investing and momentum investing to stock selection using data envelopment analysis
This paper examines the applicability of data envelopment analysis (DEA) as a basis of selection criteria for equity portfolios. In Iran, it is the first DEA application for constructing a combined equity investment stra...
Relationship between Religion and Mysticism
The relationship between religion and mysticism is among the issues that have a long designation history among the scientists and different theories have been reviewed in this respect. In this study, it proves that there...
Salvation and Redemption in the Exclusivist and Inclusivist Views and Islamic Thought
Discussion of "Salvation" and "redemption" of religions' followers has a long history as history of regions and always part of intellectual and cultural exchanges of religions have been devoted to this use and it sometim...
Examining the Effect of Policy Making System of Organizational Change on Development of a System Based On Knowledge Management for Higher Education Systems (The Case of Urmia Elmo Fan Non-Profit Higher Education Center)
The aim of the present study is to examine the effect of policy making system of organizational transformation in developing a system based on knowledge management for higher education systems (the case of Urmia Elmo Fan...
A Comparison of Different Paradigms of Architectural Design Process: Unconsciousness, Consciousness, Hyperconscious
There have been different investigations on architectural design process and different models have been propounded to illustrate this process. These attempts have had two aims; first to describe the process and second to...