The impact of internal marketing on Jordanian commercial banks' market orientation
Other Title(s)
تأثير التسويق الداخلي على التوجه التسويقي للبنوك التجارية الأردنية
Dissertant
Thesis advisor
University
Mutah University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2010
English Abstract
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.
Main Subjects
No. of Pages
99
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Theoretical framework and literature review.
Chapter Three : Design and methodology.
Chapter Four : Data analysis and research findings and discussion.
References.
American Psychological Association (APA)
Aqti, Jawharah Ali Muhammad. (2010). The impact of internal marketing on Jordanian commercial banks' market orientation. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-793525
Modern Language Association (MLA)
Aqti, Jawharah Ali Muhammad. The impact of internal marketing on Jordanian commercial banks' market orientation. (Master's theses Theses and Dissertations Master). Mutah University. (2010).
https://search.emarefa.net/detail/BIM-793525
American Medical Association (AMA)
Aqti, Jawharah Ali Muhammad. (2010). The impact of internal marketing on Jordanian commercial banks' market orientation. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-793525
Language
English
Data Type
Arab Theses
Record ID
BIM-793525
