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Akbari, Mohsen, Hooshmand Chaijani, Milad, Aletaha, Seyyed Hassan, Hatami, Mohammad, Chathurika Gamage, Thilini, Tajeddini, Kayhan. (1404). Boosting Employee Citizenship Behavior through Internal Marketing Efforts: Exploring the Influence of Perceived Value. , (), -. doi: 10.22059/ijms.2025.381746.677001
Mohsen Akbari; Milad Hooshmand Chaijani; Seyyed Hassan Aletaha; Mohammad Hatami; Thilini Chathurika Gamage; Kayhan Tajeddini. "Boosting Employee Citizenship Behavior through Internal Marketing Efforts: Exploring the Influence of Perceived Value". , , , 1404, -. doi: 10.22059/ijms.2025.381746.677001
Akbari, Mohsen, Hooshmand Chaijani, Milad, Aletaha, Seyyed Hassan, Hatami, Mohammad, Chathurika Gamage, Thilini, Tajeddini, Kayhan. (1404). 'Boosting Employee Citizenship Behavior through Internal Marketing Efforts: Exploring the Influence of Perceived Value', , (), pp. -. doi: 10.22059/ijms.2025.381746.677001
Akbari, Mohsen, Hooshmand Chaijani, Milad, Aletaha, Seyyed Hassan, Hatami, Mohammad, Chathurika Gamage, Thilini, Tajeddini, Kayhan. Boosting Employee Citizenship Behavior through Internal Marketing Efforts: Exploring the Influence of Perceived Value. , 1404; (): -. doi: 10.22059/ijms.2025.381746.677001

Boosting Employee Citizenship Behavior through Internal Marketing Efforts: Exploring the Influence of Perceived Value

Interdisciplinary Journal of Management Studies
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 30 اردیبهشت 1404
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2025.381746.677001
نویسندگان
Mohsen Akbari1؛ Milad Hooshmand Chaijani* 1؛ Seyyed Hassan Aletaha2؛ Mohammad Hatami3؛ Thilini Chathurika Gamage4؛ Kayhan Tajeddini5
1Department of Management, Faculty of Management and Economics, University of Guilan, Guilan, Iran
2PhD, University of Isfahan, Isfahan, Iran
3PhD Candidate, University of Guilan, Rasht, Iran
4Professor in Marketing, Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, Sri Lanka
5Professor of Strategic Management, Sheffield Business School, Service Sector Management, Sheffield Hallam University, City Campus, Howard Street, Sheffield, S1, 1WB, UK
چکیده
University competitiveness has been enhanced by internal marketing and organizational citizenship behavior (OCB). This study is novel in integrating internal marketing and OCB within the context of public-sector universities, an area that has received limited attention in previous literature. A relatively significant gap in prior literature exists regarding integrating internal marketing and OCB in public-sector universities. Grounded on the resource-based view and social exchange theory, this study examines external and internal factors that influence internal marketing practices within public universities and their effects on staff engagement, satisfaction, and OCB. Data was collected from 525 faculty members from the top ten public universities in Iran. Findings indicate that various internal and external factors, such as leadership, customer-oriented culture, customer pressure, and competitor pressure, influenced the internal marketing practices of the universities. Findings further revealed that internal marketing practices of universities influence the employees' emotional attachment, satisfaction, and OCB. Moreover, a significant moderating effect of perceived staff value on the relationship between staff satisfaction and OCB was observed. These insights provide theoretical contributions by bridging internal marketing with OCB in the context of public universities and offer managerial implications for university administrators seeking competitive advantage.
کلیدواژه‌ها
Internal Marketing؛ Perceived Value؛ Emotional Attachment؛ Employee Satisfaction؛ Organizational Citizenship Behavior
آمار
تعداد مشاهده مقاله: 37





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