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اثر بازاریابی داخلی بر عملکرد کارکنان: اثر میانجی نوآوری سازمانی در ادارههای تابع شرکت بهرهبرداری نفت و گاز آغاجاری | ||
مدیریت بازرگانی | ||
مقاله 5، دوره 7، شماره 2، 1394، صفحه 315-338 اصل مقاله (492.55 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.52920 | ||
نویسندگان | ||
صاحب ایمانی* 1؛ ریحانه گسکری2؛ البرز قیتانی3 | ||
1کارشناسارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بینالمللی خلیجفارس، خرمشهر، ایران | ||
2استادیار گروه اقتصاد، دانشگاه آزاد اسلامی، واحد آبادان، آبادان، ایران | ||
3استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد شوشتر، شوشتر، ایران | ||
چکیده | ||
پژوهش حاضر به بررسی نقش و سازوکارهای متغیر بازاریابی داخلی بر عملکرد کارکنان از طریق متغیر میانجی نوآوری سازمانی میپردازد. جامعۀ آماری پژوهش را کلیۀ کارشناسان و سرپرستانِ 43 ادارۀ تابع شرکت بهرهبرداری نفت و گاز آغاجاری، به تعداد 770 نفر دربرمیگیرد. برای نیل به اهداف پژوهش، از پرسشنامههای استاندارد بهره برده شده است که روایی آنها را نیز استادان راهنما و مشاور تأیید کردهاند. تجزیهوتحلیل اطلاعات بهکمک روش مدلسازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرمافزار Smart PLS در دو بخش مدل اندازهگیری و بخش ساختاری صورت پذیرفت. نتایج مدلسازی معادلات ساختاری که بر دادههای 238 پرسشنامۀ گردآوریشده از جامعۀ آماری اعمال شد، نشاندهندۀ تأثیر مستقیم، مثبت و معنادار بازاریابی داخلی با ضریب مسیر 659/0 و بهطور غیرمستقیم با نقش واسطۀ نوآوری سازمانی با ضریب مسیر 065/0 بر عملکرد کارکنان و با ضریب مسیر 474/0 بر نوآوری سازمانی است. همچنین، سازۀ نوآوری سازمانی با ضریب مسیر 137/0 تأثیر مثبت و معناداری بر عملکرد کارکنان میگذارد. | ||
کلیدواژهها | ||
بازاریابی داخلی؛ نوآوری سازمانی؛ عملکرد کارکنان؛ نفت و گاز آغاجاری | ||
مراجع | ||
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