Volume 24, Issue 1 (5-2018)
Research on Information Science and Public Libraries 2018, 24(1): 81-102 |
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Saberi M, Soltani njad N, Rashid A A, Mazlom J. The role of job attachment and emotional commitment as a mediator between internal marketing and customer-oriented behavior of librarians in public libraries. Research on Information Science and Public Libraries 2018; 24 (1) :81-102
URL: http://publij.ir/article-1-1822-en.html
URL: http://publij.ir/article-1-1822-en.html
Farabi campus of Tehran University , rashid@ut.ac.ir
Abstract: (5611 Views)
Purpose: To explore the effect of internal marketing on customer orientation behavior of librarians with mediation of attachment and emotional commitment in public libraries.
Method: 135 librarians, selected by random cluster sampling completed four questionnaires including: 1) internal marketing questionnaire, 2) Customer-oriented behavior, 3) job attachment and emotional commitment. The data was analyzed using structural equation analysis with AMOS and PLS software.
Findings: Firstly, the findings showed that the model has a good fit. Secondly, the results showed that internal marketing has a significant effect on customer oriented behavior. Internal marketing also 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: The merit of this research is the ability of proposing a 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. Public libraries also have to be committed to human resources according to their vision.
Method: 135 librarians, selected by random cluster sampling completed four questionnaires including: 1) internal marketing questionnaire, 2) Customer-oriented behavior, 3) job attachment and emotional commitment. The data was analyzed using structural equation analysis with AMOS and PLS software.
Findings: Firstly, the findings showed that the model has a good fit. Secondly, the results showed that internal marketing has a significant effect on customer oriented behavior. Internal marketing also 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: The merit of this research is the ability of proposing a 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. Public libraries also have to be committed to human resources according to their vision.
Keywords: internal marketing, Customer-oriented behavior, job attachment, emotional commitment, SEM, public libraries of Kerman province.
Type of Study: quantitative |
Subject:
Statistical Analysis
Received: 2017/06/2 | Accepted: 2017/12/19 | Published: 2017/12/19
Received: 2017/06/2 | Accepted: 2017/12/19 | Published: 2017/12/19
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