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首页> 外文会议>Decision Sciences Institute annual meeting >The Effects of Internal Marketing on Market Orientation and Its Antecedents: A Hierarchical Linear Model
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The Effects of Internal Marketing on Market Orientation and Its Antecedents: A Hierarchical Linear Model

机译：内部市场营销对市场导向及其前提的影响：层次线性模型

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Internal marketing has been applied to organizational employees to foster their shared understanding. This study proposes a multilevel model to depict the causal relationships of market orientation behavior (MOB) with internal marketing, knowledge integration, relationship quality, relational bond (RB), and organizational citizenship behavior (OCB). A total of 471 valid responses from employees of 47 banks were collected. The Hierarchical Linear Model software was used for analysis in which internal marketing mechanism (IMM) is treated as a variable at the organizational level. The results showed that all variables have significant direct effects on MOB. The moderating effects on MOB only happen significantly when IMM is interacting with OCB and RB.
机译：内部营销已应用于组织员工，以增进他们的共同理解。这项研究提出了一个多层次的模型来描述市场导向行为（MOB）与内部营销，知识整合，关系质量，关系纽带（RB）和组织公民行为（OCB）的因果关系。收集了来自47家银行员工的471份有效回复。使用层次线性模型软件进行分析，其中内部营销机制（IMM）被视为组织级别的变量。结果表明，所有变量对MOB均具有显着的直接影响。仅当IMM与OCB和RB交互时，对MOB的调节作用才会显着发生。

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