The Impact of Internal Marketing on the Market Orientation in Commercial Banks (Case Study: Agricultural Bank of Khuzestan)
Market orientation is considered as the major element of marketing and an important factor that enables the organization to make sense of the market and establish appropriate product/service strategies to meet the needs and demands of customers. Several studies indicate that market orientation is effective in improving organizational performance and profitability, especially in financial services industry. To this end, a clear sense making of factors creating market orientation seems to be essential. In the present study, internal marketing, organizational commitment and organizational citizenship behavior are considered as the market orientation creation factors that will help the organization be flexible and respond to market changes, and offer solutions in this regard. Based on the previous studies and the research hypotheses, a model was designed to illustrate the interactive effects of these variables; and according to LISERL software, which was used to test the model, an appropriate fitness was observed. This study is a practical correlational study in terms of objective. The results showed despite the fact that there is no significant relationship between organizational commitment and market orientation, internal marketing and organizational citizenship behavior affect market orientation.