Volume 2, Issue 4 (2013)                   ORMR 2013, 2(4): 133-154 | Back to browse issues page

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khosrovani E, mosayebi A. An Investigation of The Relationship between Internal marketing`s situation of Branches of Bank Melli Iran and Staff`s Customer orientation With Emphasis on Improvement & Development and Reward indicators. ORMR. 2013; 2 (4) :133-154
URL: http://journals.modares.ac.ir/article-28-763-en.html
Abstract:   (7024 Views)
Abstract By emergence of competitive economics, the concepts such as customer orientation and customer satisfaction have become the fundamentals of businesses and any organization that is regardless of these aspects is eliminated from the marketplace. In addition to introducing the indicators of internal marketing, the purpose of this study is to investigate the relationship between internal marketing and customer orientation in Bank Melli Iran at branches of Mazandaran province as a financial-service enterprise. The under study population is comprised of the bank’s employees. The stratified sampling is used to select the sample of this study. Using Morgan sampling table and considering the number of regions and their employees, a sample size of 250 employees is determined. This amount includes a higher percentage to cope with the unreturned or incompleted questionnaires. Gathered data are analyzed using SPSS and Lisrel software and proposed relationships are examined. Research results indicate that the organization vision did not significantly affect the customer orientation, skill development programs affected the customer orientation significantly, and incentive and reward programs affected the customer orientation, either.   Keywords: Internal Marketing, Customer-orientation, Improvement and Development, Reward, Branches of Bank Melli Iran in Mazandaran.    
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Article Type: scientific research | Subject: a
Received: 2013/02/3 | Accepted: 2013/08/19 | Published: 2013/02/19

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