The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran

Abstract

Purpose of the present study is to recognize how internal marketing affects organizational commitment. In thisresearch we have used a questionnaire with thirty questions in order to study a one hundred sample of hotelmanagers and administrators in Isfahan province. In this regard, a model has been designed to show the effect ofinternal marketing on organizational commitment based on research literature which is tested by means ofLISREL software. According to the obtained results of the questionnaire's data analysis, it has been determinedthat internal marketing affects organizational commitment directly and indirectly through market orientation. Itmeans that factors of internal marketing influence market orientation directly and then market orientation affectsorganizational commitment. Effects of these factors are significant on organizational commitment directly.Amount of goodness indexes (AGFI= 0.96, GFI= 0.99) shows suitability of the model.