The purpose of this paper is to exa

The purpose of this paper is to examine the effect of internal marketing, organizational commitment and organizational citizenship behaviors on commercial banks' market orientation. Design/methodology/approach - A quantitative survey methodology was adopted to collect data from commercial (non-state owned) banks' employees in Jordan. A sample of 365 employees within seven of 13 Jordanian commercial banks was used. Data were analyzed using AMOS 16.0 to determine the interactions between the various factors. Findings - Empirical findings confirmed that internal marketing, organizational commitment and organizational citizenship behaviors had a positive direct effect on banks' market orientation. In addition, organizational commitment had a positive direct effect on organizational... citizenship behaviors. Practical implications - Jordanian commercial banks should convert internal marketing as a strategy into their core operations and systems to meet employees' demands and the bank goals. This conversion shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks' operations and survival. Originality/value - The paper introduces a new perspective of the associations and interactions that take place between marketing and organizational behavior concepts which affect organizations' market orientation endeavors. While such perspective is considerably new and relevant to general marketing literature, the fact that this paper is one of few papers that focus on internal marketing in Jordan adds to its originality.

結果 (英文) 3:

本文旨在探讨内部营销、组织承诺和组织公民行为对商业银行市场定位的影响。设计/方法/方式-采用定量调查方法，收集来自商业（非国有）银行的雇员在约旦的数据。用在七13约旦365家商业银行的样本员工。使用阿摩司16，以确定各因素之间的相互作用的数据进行了分析。结果-实证研究结果证实，内部营销，组织承诺和组织公民行为有积极的直接影响银行的市场定位。此外，组织承诺对组织有积极的直接影响…公民行为。实际影响-约旦商业银行应将内部营销作为一种策略，他们的核心业务和系统能够满足员工需求和银行的目标。这种转换会使员工表现出真诚的组织承诺，使他们能够表达对银行的经营和生存有利的组织公民行为的态度。独创性/价值-本文介绍了一种新的角度来看，市场营销和组织行为的概念，影响组织的市场定位行为之间的关联和相互作用。虽然这样的观点是相当新的，相关的一般营销文学，事实上，本文是一篇论文，专注于在约旦的内部营销，增加了其独创性。