The Enhancement of Organizational Commitment through Internal Marketing among State-owned bank

The purpose of this research is to investigate the effects of aspects of internal marketing on organizational commitment of employees from the managers viewpoint among stste-owned banks situated in the city of Isfahan, Iran. Internal marketing is a planned effort using a marketing-like approach to overcome organizational resistance to change and to align, motivate and inter-functionally co-ordinate and integrate employees towards the effective implementation of corporate and functional strategies which is growing recognition with the increasing competition and commoditization of products and services and continuing failure of techno-driven customer relationship management. The main dimensions of internal marketing were derived from the literature. provided the backbon for the study. A questionnaire survey among 128 managers established that "inter-functional coordination and integration", training and motivation have positive effects on organizational commitment of employees. Therefore if the stse-owned banks want to ultimately provide a better service experience for their customers; it is recommended that more attention be directed toward enhancing organizational commitment among personnel, with a focus on the effective dimensions of internal marketing. Due to the lack of similar experience, the research findings familiarize managers with enhancement of organizational commitment by internal marketing and help them to adopt proper policies in this direction.

Keywords:

Internal Marketing , Organizational Commitment , State-owned bank , Employee , Manager