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The mediating role of job attachment and affective commitment in the relationship between internal marketing and customer-oriented behavior of public librarians in Kerman province
Mohamad Saberi Dr, Nima Soltani njad Mr, Ali asghar Rashid Mr * , Jalal Mazlom
Other Farabi campus of Tehran University , rashid@ut.ac.ir
Abstract:   (444 Views)

Abstract

purpose: The purpose of this study was to investigate the effect of internal marketing on customer orientation behavior with mediation role of attachment and emotional commitment of librarians in public libraries of Kerman province.

Method: In this survey research, structural equation correlation method was used. The population of the study was Librarians in Kerman province. The sample was evaluated based on the Cochran formula of 135 participants who were selected by random cluster sampling method. In order to collect information, four internal marketing questionnaires, Customer-oriented behavior, job attachment and emotional commitment were used. The data were analyzed using structural equation analysis with AMOS and PLS software.

findings: The findings show that, firstly, the model has a good fit. The results showed that internal marketing has a significant effect on customer oriented behavior and Also, internal marketing affects job attachment and emotional commitment. Job attachment and emotional commitment also have a significant effect on customer oriented behavior, Finally, job attachment has a positive and significant effect on emotional commitment.

Originality / Value: One of the achievements of this research is the ability of the proposed model to simultaneously assess the internal marketing variables, occupational attachment, emotional commitment, and customer oriented behavior that have not yet been included in a model. The public libraries also have to be committed to human resources according to their 1404 vision, and this research can be helpful in this regard.

Keyword: internal marketing, Customer-oriented behavior, job attachment, emotional commitment, SEM, public libraries of Kerman province.

Keywords: internal marketing, customer orientation behavior, job attachment, commitment, emotional, structural equation modeling, public libraries Kerman province
Full-Text [PDF 442 kb]   (305 Downloads)    
Type of Study: quantitative | Subject: Management and Assessment of Public Libraries
Received: 2017/06/2 | Accepted: 2017/12/19 | Published: 2017/12/19
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Saberi M, Soltani njad N, Rashid A A, Mazlom J. The mediating role of job attachment and affective commitment in the relationship between internal marketing and customer-oriented behavior of public librarians in Kerman province. تحقيقات اطلاع رساني و كتابخانه هاي عمومي. 2017; 28
URL: http://publij.ir/article-1-1822-en.html


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تحقیقات اطلاع‌رسانی و کتابخانه‌های عمومی Research on Information Science and Public Libraries
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