Purpose :. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country.
Methodology: This research was applied in t More
Purpose :. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country.
Methodology: This research was applied in terms of purpose and descriptive survey in terms of method. The statistical population of the research was 160 employees of Sepeh Bank branches in Selmas and Khoi. The sample size is 113 people using Morgan table and simple random sampling method. The research tools are internal marketing standard questionnaires (Mooney and Forman; 1995), Safari et al.'s ethical marketing questionnaire (2016) and Andrey's standard human resource management performance questionnaire. Oh you. It was Deval (2004). Structural equation method and PLS and SPSS19 software were used to test the research hypotheses
Findings: Data analysis showed that the performance of human resources management has an effect on internal marketing with the mediating role of ethical marketing. The performance of human resources management has a positive and meaningful effect on ethical marketing. Ethical marketing has a positive and significant effect on internal marketing. The performance of human resources management has a positive and significant effect on internal marketing.
Conclusion: Improving the quality of the organization's human resources performance can lead to gaining a competitive advantage and improving the organization's performance. Improving the performance quality of human resources and bank employees is dependent on their satisfaction as internal customers of the organization, and bank management can direct the skills, attitudes and behavior of employees towards the bank's goals through internal marketing.
Manuscript profile
Taghi Mohammadi
Saber Ghorbani
Reza Abdulzadeh
Siamak Kazemzadeh
Abstract
Purpose:. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees More
Taghi Mohammadi
Saber Ghorbani
Reza Abdulzadeh
Siamak Kazemzadeh
Abstract
Purpose:. The purpose of this research is to analyze the mediating role of ethical marketing on the effect of human resource management on internal marketing among the employees of Sepeh Bank in the northwest of the country.
Methodology: This research was applied in terms of purpose and descriptive survey in terms of method. The statistical population of the research was 160 employees of Sepeh Bank branches in Selmas and Khoi. The sample size is 113 people using Morgan table and simple random sampling method. The research tools are internal marketing standard questionnaires (Mooney and Forman; 1995), Safari et al.'s ethical marketing questionnaire (2016) and Andrey's standard human resource management performance questionnaire. Oh you. It was Deval (2004). Structural equation method and PLS and SPSS19 software were used to test the research hypotheses
Findings: Data analysis showed that the performance of human resources management has an effect on internal marketing with the mediating role of ethical marketing. The performance of human resources management has a positive and meaningful effect on ethical marketing. Ethical marketing has a positive and significant effect on internal marketing. The performance of human resources management has a positive and significant effect on internal marketing.
Conclusion: Improving the quality of the organization's human resources performance can lead to gaining a competitive advantage and improving the organization's performance. Improving the performance quality of human resources and bank employees is dependent on their satisfaction as internal customers of the organization, and bank management can direct the skills, attitudes and behavior of employees towards the bank's goals through internal marketing.
Manuscript profile
