Evaluating the Mediatory Effect of Entrepreneurial Orientation on the Relationship between Internal Marketing and Organizational Commitment (Case study: Headquarter Offices of Aghajari Oil and Gas Operating Company)

Abstract

The present study evaluates the effect of internal marketing on organizational commitment with an emphasis on the mediating role of entrepreneurial orientation. The study is an applied research from the viewpoint of the purpose,a descriptive-causal one from the standpoint of data collection,and a quantitative one from the viewpoint of the type of the gathered data (questionnaire). The statistical population includes the headquarter offices of Aghajari oil and gas operating company,from which 100 people were selected as the research sample through the use of stratified random sampling method and Cochran formula.The data were analyzed by structural equation modeling(SEM)method,using partial least squares (PLS) approach as wellas Smart PLS software. The results indicate the significant positive effect of internal marketing on organizational commitment, the effect of internal marketing on entrepreneurial orientation, and ultimately, the effect of entrepreneurial orientation on organizational commitment.

Keywords

• internal marketing
• entrepreneurial orientation
• organizational commitment
• aghajari oil and gas operating company