Volume 14, Issue 54 (Spring 2026)
IUESA 2026, 14(54): 179-197 |
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baghdarnia R, Ahmadi M. The Impact of Internal Marketing and Internal Service Quality on Employees’ Organizational Commitment and Job Performance (Case Study: Bank Melli Iran). IUESA 2026; 14 (54) :179-197
URL: http://iueam.ir/article-1-2276-en.html
URL: http://iueam.ir/article-1-2276-en.html
1- Islamic Azad University
2- Islamic Azad University ,majid.ahmadi.article@gmail.com
2- Islamic Azad University ,
Abstract: (7 Views)
This study investigates the impact of internal marketing and internal service quality on organizational commitment and job performance among employees of Bank Melli Iran. In terms of purpose, the research is applied, and regarding data collection, it adopts a descriptive–correlational methodology. The statistical population comprises all employees of Bank Melli Iran. Using Cochran’s formula, the sample size was determined to be 384 individuals; subsequently, 415 questionnaires were distributed via convenience sampling, and 387 completed questionnaires were collected for analysis. The reliability of the questionnaire was evaluated by Cronbach’s alpha coefficient, which yielded a value of 0/757, indicating acceptable internal consistency. According to the respondents, the most influential factor affecting job performance is job commitment, with a test statistic of 5/171, while the least influential factor affecting organizational commitment is internal marketing (test statistic: 1/266). The findings from hypothesis testing show that internal marketing significantly influences job satisfaction. Moreover, the roles of job rotation, role stress, and internal service quality on job satisfaction are supported. The results also reveal that internal service quality has a positive effect on job commitment. Additionally, job satisfaction positively impacts both organizational commitment and job performance, and job commitment, in turn, plays a significant role in enhancing job performance. Finally, the results indicate that internal marketing has a negative effect on organizational commitment.
Keywords: Internal Marketing, Organizational Commitment, Job Performance, Internal Service Quality, Bank Melli Iran.
Type of Study: Research |
Subject:
Special
Received: 2026/04/22 | Accepted: 2026/03/30 | Published: 2026/03/30 | ePublished: 2026/03/30
Received: 2026/04/22 | Accepted: 2026/03/30 | Published: 2026/03/30 | ePublished: 2026/03/30
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