Document Type : Research Paper
Authors
Sport Management, University of Tehran
Abstract
The aim of this research is to determine the relationship between internal marketing and customer orientation General Directorate of Youth and Sport in Esfahan province . Correlation method was applied to the form of field and the goal was accomplished . Statistical population was all employees of the General Department of Sport and Youth of Esfahan. Since the population was small (N = 95) samples were considered statistically equal with statistical population. Two questionnaires to collect data on internal marketing and customer orientation Bansal , Mendelson and Sharma ( 2000) and the five -choice Likert scale was used. To ensure validity, the final questionnaire with approval and concluding comments of 12 professors in sports management were set. The research questionnaire using Cronbach's alpha coefficient for internal marketing and customer orientation questionnaire were ( 0.75 and 0.79) , respectively. For data analysis, descriptive and inferential statistical methods ( Pearson and Spearman correlation coefficients and regression ) were used. The results showed that , among some of the dimensions of internal marketing including education, job security , employee empowerment , and employee information sharing strategies with customer oriented positive and significant correlation was found (p<0/05), and among some of the dimensions of internal marketing ( compensation of employees and reducing the gap ) , there was no significant correlation (p>0/05). Also , in terms of marketing strategy within a factor Beta (0.402) than empowering employees by a factor of (0. 357) , job security a factor of (0. 350) , staff training by a factor of (0.298) , sharing of staff by a factor of (0. 291 ) was a better predictor of customer oriented staff of youth and Sport in Isfahan Province.
Keywords
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