The role of job attachment and emotional commitment as a mediator between internal marketing and customer-oriented behavior of librarians in public libraries

Saberi, Mohammad Karim; Soltani Njad, Nima; Rashid, Ali Asghar; Mazlom, Jalal

The role of job attachment and emotional commitment as a mediator between internal marketing and customer-oriented behavior of librarians in public libraries

Document Type : Original Article

Authors

Mohammad Karim Saberi ¹

Nima Soltani Njad ²

Ali Asghar Rashid ³

Jalal Mazlom ³

¹ Assistant Professor, Department of Library and Information Science, Faculty of Paramedical Sciences, Hamadan University of Medical Sciences, Hamadan, Iran

² PhD student in Business Administration, University of Tehran, Tehran, Iran

³ Master of Business Administration, University of Tehran, Tehran, Iran

Abstract

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.

Keywords

internal marketing

Customer-oriented behavior

job attachment

emotional commitment

SEM

public libraries of Kerman province