Determining the relationship between internal marketing and organizational citizenship behavior according to the moderating role of distributive leadership (case study of Bank Mellat branches in Ilam province)

Master's thesis in the field of business management (marketing)

Abstract:

The present study was conducted with the aim of determining the relationship between internal marketing and organizational citizenship behavior with regard to the moderating role of distributional leadership in Bank Mellat branches of Ilam province. The research method used is descriptive and analytical-correlation type. Using the confirmatory factor analysis method, the relationship between internal marketing and organizational citizenship behavior was investigated according to the moderator variable of distributed leadership and its dimensions. Also, Pearson's test was used to test the research hypotheses, considering the normality of the data. The statistical population of the research consists of all the employees of Bank Mellat branches of Ilam province who worked in 163-92-93 years, and their number was 163. To determine the size of the sample, considering that the number of the community was limited and small, all the employees were selected as a sample. The research data were collected using three questionnaires, which include the distributed leadership questionnaire and the organizational citizenship behavior questionnaire, which are standard and have already been used by researchers from inside and outside the country and their validity and reliability have been confirmed, as well as the internal marketing questionnaire that the researcher made. The reliability of the questionnaires of this research was obtained using Cronbach's alpha value of 0.871 for the distributive leadership questionnaire, 0.771 for the organizational citizenship behavior questionnaire, and 0.936 for the internal marketing questionnaire. These Cronbach's alpha values ??for the questionnaires show that the research has high reliability. In this research, the construct validity of confirmatory factor analysis was also used to check the level of explanation or measurement of each variable by the relevant questions. Lisrel software was used to analyze the data collected by the questionnaire. Finally, the research results showed that there is a significant relationship between internal marketing and organizational citizen behavior. Also, the findings showed that distributed leadership, organization culture, shared responsibility, mission, vision and goals of the organization and leadership behaviors moderate the relationship between internal marketing and organizational citizenship behavior.

Key words: Distributive leadership, organizational citizenship behavior, internal marketing

Chapter one:

Research overview

- 1- Introduction

In today's era, rapid changes, flexibility, increasing diversity of the workforce and diversity in the tastes of customers in organizations have drawn the attention of many researchers to provide solutions to improve the performance of organizations. This requires transformation in structure, leadership, culture, procedures and other organizational dimensions.

Today, effective leadership is usually seen as an irreplaceable principle for organizational success. Today's organizations place more importance on leadership development than ever before. Increasingly, leadership is defined not as what the leader does but as a process that results in relationships that focus on interaction and colleagues in addition to focusing on leadership capabilities. In such an atmosphere, there is no doubt that the responsibility of leading organizations is beyond the responsibility of one person due to complexity and sensitivity, and organizations cannot be successful without the benefit of "leaders". In effective leadership, the power and authority of leadership should not only be in the hands of the leader, but should be distributed among people throughout the organization (Harris, 2004). Therefore, it can be said that the perception and attitude of distributed leadership is novel, and it also has a great fit with the context and requirements of today's organizations. On the other hand, human resources are the most important capital of organizations, and the more this capital has the desired and higher quality, the greater the success, survival and improvement of the organization. Therefore, great efforts should be made to improve the quality of human resources. In this regard, it can be acknowledged that in order to improve their activities, organizations need continuous improvement of their human resources and citizenship behavior, and this is more important for the banking system of our country, due to the nature of services. In this regard, changes and environmental competitive dynamics have prompted organizations to always become competitive in order to maintain their competitive advantage and to gain the satisfaction of their customers and on the other hand to attract new customers, because one of the main factors affecting the performance of any organization can be the benefits of retaining customers.In this regard, changes and environmental competitive dynamics have prompted organizations to always become competitive in order to maintain their competitive advantage and gain the satisfaction of their customers and on the other hand to attract new customers, because one of the main factors affecting the performance of any organization can be the benefits of retaining current customers and attracting new customers. Today, in all organizations, especially in service organizations, the key to retaining and attracting customers in order to improve organizational performance depends on the quality of the organization's human resources performance. In fact, in service organizations, one of the main sources of competitive advantage is the human resources providing that service. Therefore, improving the quality of the organization's human resources performance can lead to gaining a competitive advantage and improving the organization's performance. Improving the quality of the organization's human resources performance is also dependent on their satisfaction as internal customers of the organization (Jung and Hong[1], 2008).

One of the factors that can guide the skills, attitudes and behavior of employees towards the organization's goals is internal marketing. Internal marketing is "a planned effort using an approach similar to marketing to overcome organizational resistance to change and balance, motivate and coordinate inter-tasks and integrate employees towards the effective implementation of corporate and task strategies, in order to create customer satisfaction through the process of creating motivated and customer-oriented employees." (Rafiq and Ahmed, 2000). In fact, one of the major advantages of internal marketing is making employees confident that managers are concerned about their organizational life and will act to ensure their interests. Also, research has shown that satisfying the needs of the organization's internal customers through internal marketing can lead to the formation of extra-role behaviors in the organization's employees. One of the extra-role behaviors of the organization's employees is the organizational citizenship behavior, which is not part of the official duties of the employees, but has an impact on the performance of the organization (Syed Javadin et al., 2017). In fact, organizational citizenship behavior is a type of extra-role behavior that is opposed to in-role behaviors and is not dictated to them through organizational policies and job descriptions of employees (Arturk [2], 2007). Also, according to Podsakoff[3] and colleagues (1990), the dimensions of organizational citizenship behavior include altruism, conscientiousness, chivalry, decency, and citizenship virtue. The results of surveys conducted until the year 2000 show that more than 160 studies have been conducted to identify factors influencing the behavior of organizational citizens (Maqimi, 2015). Vigoda [4] and colleagues (2007) consider organizational citizen behavior as informal contributions, which the employee can freely do or refuse to do, regardless of formal punishments and encouragements as an individual. The importance and necessity of organizational citizen behavior for organizational effectiveness has been understood by managers for a long time. However, there are only a handful of researches conducted on the specific factors that increase the behavior of organizational citizens in different organizational environments.

Given that the human power of any organization is considered its most important capital today, no matter how much organizations invest in the development and improvement of their human resources, they have guaranteed the improvement of their competitive performance. The problem with internal marketing is that there are many ambiguities about it, such as what is internal marketing? what does it do How will it do this? And who is going to do this work? (Rafiq and Ahmed, 2000). Therefore, few organizations have used this concept in practice. In fact, the lack of a single concept of what internal marketing is and what it can do for the organization can be a reason for its limited use (Gonariz [5], 2004). Internal marketing is a concept that should be considered by organizations, especially service organizations. Because internal marketing by considering employees as internal customers of the organization is an important activity in the development of a customer-oriented organization, and its main goal is to develop awareness of internal customers and remove obstacles in the way of organizational effectiveness (Amiri et al., 2017). In fact, by considering an internal supply chain consisting of suppliers and internal customers of the organization, the organization can be considered as a market, and in this way, by satisfying the needs of internal customers, we can seek to improve organizational performance (Forman and Mooney [6], 1995). That is, the organization should be considered as a market that has internal customers and suppliers, and meeting the needs of its internal customers will be the foundation of the organization's ultimate success.