The Effect of Internal Marketing on Organizational Citizenship Behavior
DOI:
https://doi.org/10.33095/jeas.v29i135.2502Keywords:
Internal Marketing, Organizational Citizenship Behavior, IM, OCB, Vision, Development, Reward., التسويق الداخلي، سلوك المواطنة التنظيمية، الرؤية، التطوير، المكافأة.Abstract
The aim of this paper is to determine the effect of internal marketing through three dimensions: vision, development, and reward - on organizational citizenship behavior in three private universities in Iraq. Organizations’ view of their members as internal customers could be made them more realistic in dealing with the reasons for leaving and going to other organizations. This can promote business organizations to build an organizational environment that contributes to making the organization look like the homeland of those workers. The research method is descriptive and analytical. The tool for data collection was the questionnaire. Statistical software (SPSS V.23 and AMOS V.23) was used to analyze the data. The research sample was randomly selected and consisted of 290 faculty members. The results of the research indicated that there is a positive effect of the independent variable “internal marketing” on the dependent variable “organizational citizenship behavior”. Also, the dimension of development has the most impact on organizational citizenship behavior, then comes the reward, and the vision, respectively. The research highlights the level of variables and the nature of the relationships between them in the private higher education sector in the Iraqi environment.
Paper type: Research paper
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