بررسی تأثیر میانجی گرایش کارآفرینانه بر رابطه بین بازاریابی داخلی و تعهد سازمانی (مورد مطالعه: ادارات ستادی شرکت بهره‌برداری نفت و گاز آغاجاری)

مدیریت بهره‌وری

مقاله 7، دوره 9، 1(32)بهار، فروردین 1394، صفحه 147-170   

نوع مقاله: علمی پژوهشی

نویسندگان

مهدی بصیرت¹؛ صاحب ایمانی^{* 2}؛ منصور زراء نژاد³؛ عامر دهقان نجم آبادی⁴

¹عضو هیأت علمی (استادیار) دانشگاه آزاد اسلامی، واحد علوم و تحقیقات خوزستان، اهواز، ایران

²کارشناسی ارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بین‌المللی خلیج فارس، خرمشهر، ایران

³استاد گروه اقتصاد، دانشگاه شهید چمران، اهواز، ایران

⁴دانشجوی دکتری مدیریت کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران

چکیده

هدف پژوهش حاضر بررسی تأثیر بازاریابی داخلی بر تعهد سازمانی با تأکید بر نقش میانجی گرایش کارآفرینانه است. این پژوهش بر مبنای هدف از نوع کاربردی، از حیث روش به دست آوردن داده­ها از نوع توصیفی- علّی و از نظر نوع داده­های جمع­آوری شده از گونهء کمی (استفاده از پرسشنامه) است. جامعه آماری پژوهش شامل ادارات ستادی شرکت بهره‌برداری نفت و گاز آغاجاری است که با استفاده از روش نمونه­گیری تصادفی طبقه­ای و فرمول کوکران، تعداد 100 نفر به ‌عنوان حجم نمونه انتخاب شدند. تجزیه ‌و تحلیل اطلاعات با استفاده از روش مدل‌سازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرم­افزار Smart PLS صورت پذیرفت. نتایج پژوهش حاکی از تأثیر مثبت و معنادار بازاریابی داخلی بر تعهد سازمانی، بازاریابی داخلی بر گرایش کارآفرینانه و در نهایت گرایش کارآفرینانه بر تعهد سازمانی می­باشد.

کلیدواژه‌ها

بازاریابی داخلی؛ گرایش کارآفرینانه؛ تعهد سازمانی؛ شرکت بهره‌برداری نفت و گاز آغاجاری

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