Jumat, 05 Oktober 2012

Pengaruh Internal Environment Terhadap Strategi Operasi dan Kinerja Perusahaan Pada Industri Garmen di Jawa Barat

oleh : Atty Tri Juniarti 
Publikasi pada ; Jurnal Trinomika Fakultas Ekonomi, Vol. 6 No. 2, Desember 2007

.. . .  (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). 
 e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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Senin, 16 Juli 2012

The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran

by : Mehdi Abzari
Published : International Journal of Marketing Studies Vol. 3, No. 1; February 2011

Abstract
Purpose of the present study is to recognize how internal marketing affects organizational commitment. In this research we have used a questionnaire with thirty questions in order to study a one hundred sample of hotel managers and administrators in Isfahan province. In this regard, a model has been designed to show the effect of internal marketing on organizational commitment based on research literature which is tested by means of LISREL software. According to the obtained results of the questionnaire's data analysis, it has been determined that internal marketing affects organizational commitment directly and indirectly through market orientation. It means that factors of internal marketing influence market orientation directly and then market orientation affects organizational commitment. Effects of these factors are significant on organizational commitment directly.
Amount of goodness indexes (AGFI= 0.96, GFI= 0.99) shows suitability of the model.
Keywords: Internal marketing, Market orientation, Organizational commitment, Hotel industry

1. Introduction
Tourism industry market is rapidly developing, so that this industry has been transformed to one of the biggest fields of business in the world. Active managers in this industry should provide the possibility of utilization of prospective opportunities for themselves with their intelligence and enhance their organizational performance.
This industry has characteristics that are different from other businesses for many reasons and such differences impress the manner of the corporate management seriously. Successful organizations in this industry draw their attention to customers and employees (both of them). They understand chain (profit and service) and this chain is such that connects the organization's profit with customer's satisfaction and consent and especially with employees (James & Thomas, 2000).
In service section especially tourism, employees facilitate execution of strategies of the organization and its superior performance through effective interaction with customers (Brown and Maven, 2005).
Therefore, we should seek the solution for securing of the organization's superior performance in successful role-creation of human sources. In order to achieve organization purposes in this section, we should ......................... . .  (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). 
 e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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MENCAPAI KEUNGGULAN KOMPETITIF MELALUI INTERNAL MARKETING

oleh : Daru Asih
Publish : DIGNA Telaah dan Opini Proaktif
Abstract
The concept of internal marketing (IM) can be interpreted as the relationship between the organization's ability to market needs and wants. This means that organizations can adapt to business environment in providing added value to its customers. IM is a strategic weapon that help achieve quality of service is excellent, creating customer satisfaction better too. Company's competitive advantage can be achieved through customer orientation by first giving theemployee's satisfaction, so that employees can provide all the customersatisfaction

Di kebanyakan perusahaan, terutama perusahaan yang bergerak di bidang jasa, peran karyawan
sangat menentukan dalam memberikan kepuasan pada pelanggan. Hal ini dikarenakan proses produksi dan konsumsi pada jasa terjadi secara simultan. Pemasaran jasa akan lebih mudah dipahami dengan pendekatan elemen-elemen gabungan antara produk dan distribusi, yang menekankan pada ketergantungan yang saling menguntungkan (mutualism) antara elemen-elemen tersebut.
Pendekatan ini memungkinkan manajemen untuk memfokuskan perhatian pada pen-tingnya peran karyawan dalam melayani konsumen.
Pemasaran, operasi dan manajemen sumber daya manusia pada jasa lebih saling terkait dibandingkan perusahaan manufaktur. Kegiatan manufaktur biasanya mempunyai jarak dari titik pembelian dengan konsumsinya, dan secara ........................... . .  (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). 
 e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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The Effect of Internal Marketing on Organizational Commitment in Iranian Banks

by : Atousa Farzad, Nasim Nahavandi, Albert Caruana
Published : American Journal of Applied Sciences 5 (11): 1480-1486, 2008
ISSN 1546-9239

Abstract
The purpose of this research is to investigate the effects of internal marketing criteria on organizational commitment of employees among Iranian state-owned banks. Internal marketing is a planned effort using a marketing-like approach to overcome organizational resistance to change and to align, motivate and inter-functionally co-ordinate and integrate employees towards the effective implementation of corporate and functional strategies which is growing recognition with the increasing competition and commoditization of products and services. The main criteria of internal marketing were derived from the literature, provided the backbone for the study. A questionnaire survey of managers established that “inter-functional coordination and integration”, training and motivation have positive effects on organizational commitment of employees. Therefore if the state-owned banks want to ultimately provide a better service experience for their customers; it is recommended that more attention be directed toward enhancing organizational commitment among personnel, with a focus on the effective criteria of internal marketing. Due to the lack of similar experience, the research findings help managers in state-owned banks network to adopt proper policies in this direction. 

Keywords: Internal marketing, organizational commitment, bank, employee, manager

INTRODUCTION
The shift toward recognizing the importance of human capital in the industrial age has led companies to change their paradigms about people management.
Successful companies no longer see employees as a resource whose primary function is to provide goods and services. Instead employees are seen as critical to the capability of service organizations.
Internal marketing is treating both employees and customers with equal importance through proactive programs in order to achieve organizational objectives[1]. Payne suggests that the key aims of internal marketing are the development of internal and external customer awareness and the removal of  functional barriers to achieving organizational effectiveness[2]. Lack of commitment from employees can be harmful to an organization, resulting in poorer performance arising from inferior service offerings and higher costs[3]. The resultant positive effect of internal marketing . . . . .


Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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