The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran

Mehdi Abzari, Hassan Ghorbani, Fatemeh Alsadat Madani


Purpose of the present study is to recognize how internal marketing affects organizational commitment. In this
research we have used a questionnaire with thirty questions in order to study a one hundred sample of hotel
managers and administrators in Isfahan province. In this regard, a model has been designed to show the effect of
internal marketing on organizational commitment based on research literature which is tested by means of
LISREL software. According to the obtained results of the questionnaire's data analysis, it has been determined
that internal marketing affects organizational commitment directly and indirectly through market orientation. It
means that factors of internal marketing influence market orientation directly and then market orientation affects
organizational commitment. Effects of these factors are significant on organizational commitment directly.
Amount of goodness indexes (AGFI= 0.96, GFI= 0.99) shows suitability of the model.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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