Studying the Effect of Internal Marketing on Employees' Self-Esteem Case Study: Employees of Isfahan University of Medical Sciences
International Journal of Academic Research in Business and Social Sciences
The current study was conducted to investigate the effect of internal marketing on organization-based self-esteem at Isfahan University of Medical Sciences. The relationship among internal marketing components (payments, managerial styles, environment of the organization and employee participation) with organization-based self-esteem was investigated. Standard internal marketing questionnaire by Ahmed and Rafiq (1993) which has twenty three questions and Pierce and Gardner's organization-based
... elf-esteem questionnaire with ten questions were tools of data collection. The study was conducted using descriptivefield method. The statistical population included five hundred employees of Isfahan University of Medical Sciences among whom one-hundred fifty four persons were selected through stratified random sampling method. Opinions of experts as well as confirmatory factor analysis were used to confirm content validity and face validity. The results indicated confirmation of the questionnaire. In order to ascertain the reliability, Cronbach's alpha coefficient was applied that was obtained equal to 0.95 and 0.90 respectively for internal marketing and organizationbased self-esteem. A significant relationship was obtained between internal marketing (payments, managerial styles, environment of the organization and employee participation) and organization-based self-esteem using statistical tests such as Kolmogoroff-Smirnoff test, factorial analysis and structural equations modeling. The results revealed that whatever 520 www.hrmars.com/journals internal marketing at Isfahan University of Medical Sciences is higher and more importance is attached to it, organization-based self-esteem of employees is enhanced. Secondary hypothesis four: Managerial style is effective on employees' organization-based self-esteem. The obtained results of this survey are consistent with some findings by Ahmed and Rafiq (2003) , Safari et al. (2011) and Ghorbani (2010). Discussion, conclusion and recommendations The current study was conducted to investigate the effect of internal marketing on employees' organization-based self-esteem through a case study of employees at Isfahan University of Medical Sciences. The reliability and validity indexes of the model were acceptable and reliability of structural equations of the model was moderate. Since the topic of the study is totally new a few researches have already been conducted in this regard and this is one of the innovation aspects of the issue under study. Given to research findings it can be concluded that there is a significant relationship between internal marketing (employee participation, work environment, payments and managerial style) and organization-based self-esteem. The results indicate that whatever internal marketing is higher at Isfahan University of Medical Sciences and more importance is attached to it, employees' organization-based self-esteem will be increased. Of course payments do not have a significant effect on employees' organization-based self-esteem given to the results. Nowadays organizations have found out the ever-increasing importance of internal marketing and interactions and communications among the people and intend to provide employees' satisfaction to perform their duty effectively through making positive and efficient interactions among the employees and thus enhance employees' organization-based self-esteem through this.