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The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees

机译：内部营销对组织公民行为的影响-约旦大学员工的应用研究

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摘要

A tremendous shifting of businesses at the present time forced organizations to live in a dynamic, ambiguous, and changeable environment. Due to these challenges, organizations need to apply the new marketing orientation that enhance businesses; and improve their businesses permanently to keep their competitive excellence. One of the main important factors to consider is by attracting new customers and maintaining healthy long-term relationship with them. This cannot be accomplished without improving the organizational performance through-out applying the internal marketing concepts which can be translated as seeing its employees as its first market (Sincic & Vokic, 2007). This paper discusses and investigates the effect of a set of internal marketing elements such as employees' motivation, communication, empowerment, and training on organizational citizenship behavior. The quantitative data collection approach is used to collect the suitable data from a sample of 300 fulltime employees. Results have explored new routes in how organizations can create, maintain, and enhance organizations' citizen behavior. Which indicate, that there is a positive relationship between internal marketing dimensions; and organizational citizenship behavior in varying magnitude. Furthermore, the investigation showed that the dominant dimension of internal marketing is the motivation; then followed by the communication with stronger impact on organizational citizenship behavior, where the surprising results that the empowerment; and training and development don’t have that much effect. Also, hypotheses were tested, and more information regarding data analysis, results' discussion and study limitations were presented in more details.
机译：当前，企业的巨大变化迫使组织生活在动态，模棱两可和多变的环境中。由于这些挑战，组织需要采用新的营销导向来增强业务。并永久改善业务以保持竞争优势。要考虑的主要重要因素之一是吸引新客户并与他们保持健康的长期关系。如果不通过内部营销概念来改善组织绩效，就无法实现这一目标。内部营销概念可以转化为将员工视为第一市场（Sincic＆Vokic，2007）。本文讨论并调查了一系列内部营销要素（如员工的动机，沟通，授权和培训）对组织公民行为的影响。定量数据收集方法用于从300名全职员工的样本中收集合适的数据。结果探索了组织如何创建，维护和增强组织公民行为的新途径。表明内部营销维度之间存在正相关关系;和不同程度的组织公民行为。此外，调查表明，内部市场营销的主要方面是动机。然后是对组织公民行为有更强影响的沟通，在此，令人惊讶的结果是赋权;培训和发展并没有那么大的作用。此外，还对假设进行了检验，并提供了有关数据分析，结果讨论和研究局限性的更多信息。

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