The impact of internal marketing on Jordanian commercial banks' market orientation

العناوين الأخرى

تأثير التسويق الداخلي على التوجه التسويقي للبنوك التجارية الأردنية

مقدم أطروحة جامعية

Aqti, Jawharah Ali Muhammad

مشرف أطروحة جامعية

Awwad, Muhammad S.

الجامعة

جامعة مؤتة

الكلية

كلية إدارة الأعمال

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2010

الملخص الإنجليزي

The present study aims at examineing the effect of internal marketing, organizational commitment and organizational citizenship behaviors on Jordanian Banks' market orientation.

A sample of 365 employees within seven of thirteen Jordanian commercial banks was used.

Data were analyzed using AMOS 18.0 to determine the interactions between the various factors.

This study confirms that internal marketing has a positive direct effect on banks’ market orientation and employee commitment, and indirect effect on banks’ market orientation.

In turn, organizational commitment has a positive direct effect on organizational citizenship behaviors.

In addition, this study has found that both organizational commitment and organizational citizenship behaviors have a positive direct effect on banks’ market orientation.

The discussion of the findings contributes to understanding the causal relationships between internal marketing, organizational commitment, and organizational citizenship behaviors, and to how they are linked to develop the banks’ market orientation.

The study implications and directions for future research are also proposed.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

99

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-793525