بررسی رابطه ادراک تعهد مدیران بازرگانی از بازاریابی داخلی بر اساس نگرش کاری کارکنان

This study examines management commitment to internal marketing from the perspective of employees and explains its direct and indirect effects on employees’ work attitudes, as well as its direct effect on job satisfaction and the effect of job satisfaction on employees’ work attitudes. This research is a quantitative research in terms of using numerical data. In terms of its purpose, it is considered an applied research. The statistical population of this research is employees of four-star and above hotels in the cities of Tabriz and Urmia. The number of these hotels is five in Tabriz and five in Urmia. Considering the number of members of the community, which is 780 people, the sample size was obtained through the Cochran formula equal to 258 people. The questionnaire used in the research consists of two groups of general and specialized questions. The first group of general questions will be about the personal characteristics of the respondents, such as age, level of education, position, and work experience, and the rest of the questions will be dedicated to measures related to the research variables. Structural equation modeling was used to analyze the data. The results of the study showed that there is a positive and significant relationship between the perception of management’s commitment to internal marketing and employees’ job satisfaction and work attitude. There is also a positive and significant relationship between the perception of management’s commitment to internal marketing and formal and informal internal communications and information dissemination and organizational responsiveness. There is a negative and significant relationship between formal internal communications and employees’ work attitude. There is a positive and significant relationship between informal internal communications and information dissemination and organizational responsiveness and employees’ work attitude. There is a positive and significant relationship between the perception of management’s commitment to internal marketing and internal marketing practices and job satisfaction.