The role of islamic marketing ethics in the impact of islamic work ethics on organizational performance (Case study: municipal organization)

Abstract

Ethics is one of the most important religious issues. Because without morality, religion has no meaning for people and their world won’t be organized. This study examines the effect of Islamic work ethic on organizational performance with respect to the variables of Islamic marketing ethics, commitment and brand credibility. The research is empirical and the methodology used is descriptive correlational. The statistical sample population are the staff and mayors of Rasht municipalities. Due to the limited number of employees, the questionnaires were distributed as a census among the entire population (152 people) and finally 110 flawless questionnaires were returned with a return rate of 72%. The validity of the questionnaire was first formally confirmed (opinions of university professors) and then convergent and divergent validity was checked through software. The reliability of the questionnaire was evaluated using Cronbach\'s alpha and combined reliability. The findings showed that Islamic work ethic has a positive effect on Islamic marketing ethics and organizational commitment. Islamic marketing ethics also affect brand credibility. The effect of brand credibility and organizational commitment on the performance of the organization is also confirmed. The results show that organizations should emphasize Islamic work ethic to increase organizational performance in order to improve performance by influencing organizational commitment, Islamic marketing ethics and brand credibility.

Keywords

• islamic work ethic
• islamic marketing ethics
• commitment
• brand credibility
• organizational performance