The effect of internal marketing, organizational commitment and organizational citizenship behaviors on market orientation (case study: employees of Tehran chain stores)
Today's, Market orientation plays an undeniable role in changing environment To be successful in market orientation hade to guaranteed the organizational commitment and the organizational citizenship behaviors. One way to creation commitment and citizenship behaviors in employees is creation of the internal marketing programs. The main objective of this study was to clarify the relationship between internal marketing, organizational commitment and organizational citizenship behaviors with market orientation. The population of this research is employees of Tehran chain stores. The data collection tools were a questionnaire. Questionnaires distributed among 157 employees. Finally, 141 questionnaires collected and analyzed by SPSS and Smart PLS softwares. The results show that the relationship between internal marketing with market orientation, organizational commitment and organizational citizenship behaviors is significant and positive. In addition, the relationship between organizational commitment with citizenship behaviors and market orientation and also the relationship between organizational citizenship behaviors with market orientation is not significant. In addition, the internal marketing have the most effect on market orientation and then have the most effect on organizational commitment and organizational citizenship behaviors. But the effect of organizational commitment on market orientation and also the effect of citizenship behavior on market orientation are not significant.