Investigating effect of internal marketing on organizational commitment of employees in private banks (Zahedan city of Sistan and Baloochestan Province)

Davood Kaveh, Mahla Shahriari
The concept of internal marketing refers to the fact that the market of a commercial organization is initially its employees. As the organization is accountable for external customers, every department of organization must also be responsible for other related Departments and consider them as external customer of the department. On the other hand, organizational commitment is the conceptions that have always been taken into consideration by managers of organizations and through adopting
more » ... t policies and methods the managers have always sought to enhance the commitments of staffs toward organization. Results of variant studies indicated that organizational commitment has effect on personal and organizational performance. In this study, we surveyed effect of internal marketing activities on co elements. So we used Allenand Meyer' three-component model of organizational commitment then we studied effect of marketing activities on each component via multi aspect hypothesis test. In this study, we investigated a sample including 200 employees of private banks by prepared questionnaires. Finally we analyzed effect of internal marketing on organizational commitment by SPSS software.