Provide the internal marketing model and its impact on employees ' image of the Organization's brand (Case study: bank Melli Iran)

Document Type : Original Article

Authors

1 Department of Business Administration, central tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Business Management, ,Faculty of Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran

10.30510/psi.2022.320585.2831

Abstract

In today,human resources are considered one of the most important intangible assets and the main source of sustainable competitive advantage in the organization. If organizations want to have an ongoing life in today's competitive world, the only way is to pay attention to their human resources as the main organization's capital and continuous effort to meet their needs. Also, creating a positive mental image of employees is often considered as a key factor in success and in creating a sustainable competitive advantage, especially in service industries, which considering them can be effective in consolidating the status of service providers in competitiv markets.Therefore, the present research studies the effect of internal marketing on employees' image of the organization's brand through emotional labor, organizational commitment, service quality and competitiveness variables. The present research, in terms of purpose, is an applied study and in terms of data collection method, is descriptive and in terms of relations between variables, is causality and disability. The results showed that internal marketing has positive and significant impact on emotional labor, organizational commitment, service quality and competitiveness. Also emotional labor has positive and significant impact on organizational commitment and finally organizational commitment, service quality and competitiveness have positive and significant impact on employees' image of the organization's brand.

Keywords

Political Sociology of Iran
Volume 5, Issue 11
January 2023
Pages 1308-1328

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