تحلیل نقش بازاریابی داخلی در ارتقای کیفیت محصول بر مبنای مدل معادلات ساختاری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت بازرگانی - موسسه آموزش عالی کاویان - مشهد - ایران

2 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران.

3 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران

چکیده

امروزه، با افزایش رقابت بین سازمان‌های خدماتی و تولیدی مختلف در راستای کسب مشتریان جدید و سپس جلب رضایت و وفاداری بیشتر آن‌ها جهت افزایش فروش و درنتیجه سودآوری بالاتر، مدیران و صاحبان مشاغل را مشتاق به یافتن راهی برای دستیابی به این هدف کرده است. یکی از مهم‌ترین عواملی که می‌تواند در جذب و نگهداری مشتریان بسیار اهمیت داشته باشد، کیفیت می‌باشد. مطالعات نشان می‌دهد اگر کارکنان از سازمان خود کاملاً راضی باشند، در هر شرایطی تمام تلاش خود را جهت افزایش کیفیت انجام خواهند داد. هدف از این مطالعه نقش بازاریابی‌داخلی و رضایت‌‌کارکنان در بهبود کیفیت‌محصول در یک شرکت خصوصی تولید خمیرمایه (مخمر خشک فوری ) با حدود 360 کارمند بوده است. این تحقیق به روش توصیفی و پیمایشی انجام شده است. نمونه آماری تحقیق شامل 248 نفر از کارکنان شاغل در کارخانه و دفتر مرکزی و همچنین 355 نفر از مشتریان این محصول بود. این حجم نمونه برای جمعیت مشتریان از روش نمونه‌گیری خوشه‌ایی و برای جمعیت کارکنان از روش نمونه‌گیری تصادفی ساده یا سیستماتیک استفاده شده است. اطلاعات موردنیاز از طریق نمونه‌های آماری توسط پرسشنامه‌های محقق ساخته جمع‌آوری شد. در این مطالعه، از نرم‌افزار "اس‌پی‌اس‌اس" نسخه 26 برای توصیف اطلاعات و مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار "آموس" نسخه 24 برای پاسخ به فرضیه‌های تحقیق استفاده شد. درنهایت نتایج مطالعه نشان داد که تمام فرضیه‌های دارای مسیر مستقیم و غیرمستقیم تأییدشده‌ است، به‌عبارتی‌دیگر رابطه معناداری در بین تمام فرضیه‌ها برقرار است و فرضیه اصلی پژوهش با عنوان، بررسی جایگاه بازاریابی داخلی در بهبود کیفیت محصول با توجه به نقش میانجی و واسطه‌ای رضایت شغلی تأیید و معنی‌دار می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the role of internal marketing in improving product quality based on the structural equation model

نویسندگان [English]

  • Alireza Meybodisani 1
  • aliasghar hadizadeh 2
  • mohammadreza bahramzade 3
1 Business Management - Kavian Institute of Higher Education - Mashhad - Iran
2 Faculty member Kavian Institute of Higher Education, Mashhad, Iran
3 Faculty member, Kavian Institute of Higher Education, Mashhad, Iran
چکیده [English]

Today, with increasing competition between different service and manufacturing organizations in order to gain new customers and then attract more satisfaction and loyalty to increase sales and thus higher profitability, managers and business owners are eager to find a way to achieve this goal. One of the most important factors that can be very important in attracting and retaining customers is quality. Studies show that if employees are completely satisfied with their organization, they will do their best to increase quality in any situation. The purpose of this study was to investigate the position of internal marketing in improving product quality according to the mediating role of job satisfaction in a private company producing instant dry yeast with about 360 employees. This research has been done by descriptive and survey method. The statistical sample of the research included 248 employees working in the factory and head office as well as 355 customers of this product. This sample size was used for the customer population by cluster sampling method and for the employee population by simple or systematic random sampling method. The required information was collected through statistical samples by researcher-made questionnaires. In this study, SPSS software version 26 was used to describe information and model structural equations using Amos software version 24 to answer research hypotheses. Finally, the results of the study showed that all hypotheses with direct and indirect path are confirmed, in other words, there is a significant relationship between all hypotheses.

کلیدواژه‌ها [English]

  • Internal Marketing
  • Product Quality
  • Job Satisfaction

مراجع

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جستارهایی در مدیریت
دوره 2، شماره 1
خرداد 1402
صفحه 66-87

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