اثر بازاریابی داخلی و کارآفرینی سازمانی بر عملکرد(بهره‌وری، مالی و توسعه کارکنان) بانک تجارت

نوع مقاله: علمی پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت،پردیس فارابی دانشگاه تهران، قم، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی دکترای گروه مدیریت بازرگانی،دانشگاه شهید بهشتی،تهران،ایران

چکیده

هدف پژوهش حاضر مشخص کردن اثر بازاریابی داخلی بر عملکرد(بهره‌وری، مالی و توسعه کارکنان) بانک تجارت با نقش میانجی کارآفرینی سازمانی بوده است. این پژوهش از نوع همبستگی است و برای گردآوری داده‌ها از پرسش نامه طیف پنج گزینه‌ای لیکرت استفاده‌شده است. جامعه آماری پژوهش، رؤسا و معاونان شعب بانک تجارت استان اردبیل را شامل می‌شود. جامعه آماری این پژوهش شامل 95 نفر بود که از این تعداد نمونه 76 نفری به روش نمونه‌گیری خوشه‌ای انتخاب‌شده‌ و داده‌ها از طریق پرسش نامه و مطالعات کتابخانه‌ای گردآوری شده است. هم‌چنین جهت آزمون فرضیات تحقیق، مدل معادلات ساختاری و به‌ویژه تکنیک تحلیل مسیر به کار گرفته‌شده و به این منظور از نرم‌افزارهای آماری اس‌پی‌اس‌اس 17 و اسمارت پی‌ال‌اس استفاده‌شده است. یافته‌های پژوهش پس از تحلیل مسیر نشان داد که بین بازاریابی داخلی و کارآفرینی سازمانی و عملکرد بانک تجارت رابطه معناداری داشتند و همچنین بین کارآفرینی سازمانی بر عملکرد بانک تجارت نیز رابطه معناداری وجود دارد. نتیجه حاصل حاکی از این است که در دنیای سریع و رقابتی امروز بین بانک‌ها، انگیزش کارکنان و بالا بردن رفتارهای مثبت و پذیرش نیازهای خود، قبل از سازمان، به یک چالش بزرگ تبدیل‌شده است. از طرف دیگر بانک تجارت برای ایجاد تصویر متمایز در بین مشتریان می‌بایست به مقوله بازاریابی داخلی و کارآفرینی سازمانی توجه فراوان داشته باشند؛ زیرا که عملکرد مؤثر منجر به ایجاد تمایز بانک تجارت در نزد مشتریان می‌گردد.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Employee Organizational Learning Model Based on Improving Productivity and Reducing Burnout: The Case of Tabriz Payam-e Noor University

نویسندگان [English]

  • Dariush Tahmasebi Aghbolaghi 1
  • Hashem Aghazadeh 2
  • Omid Solymanzadeh 3
1 Ph.D. Student, Department of Business Policies Management, University of Tehran, Tehran, Iran
2 Professor, Department of Business Management, University of Tehran, Tehran, Iran.
3 Ph.D. student, Department of Business Administration, Shahid Beheshti University
چکیده [English]

The keys to long-term economic survival in today's dynamic and competitive working environment are organizations’ adaptability and environmental compatibility viably through in-service learning. In this state of flux, organizational survival, competition and growth depends more than ever on improving organizational learning capacity. The purpose of the present enquiry, thus, was to explain the employee organizational learning model based on improving employees’ productivity and reducing their burnout at Payam-e Noor University, Tabriz Branch. The research population comprised the employees at Payam-e Noor University, Tabriz Branch and the research data were accumulated using three questionnaires. Learning was operationalized based on Gomez et al. (2005), productivity was quantified employing the Harry and Goldsmith model (1980) and job burnout was measured using David Gold model (1989). The research data were analyzed via SPSS software; Descriptive statistics of the data were calculated and the research hypotheses were tested via Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The results of the data analyses revealed that organizational learning has a significant and positive relationship with productivity and a significant and inverse relationship with burnout.

کلیدواژه‌ها [English]

  • burnout
  • Organizational Learning
  • Productivity

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