مدل ساختاری رابطه بازاریابی درونی و مشتری ‌گرایی با نقش میانجی انگیزه کاری کارکنان ادارات کل ورزش و جوانان استان ‌های غرب کشور

هدف کلی پژوهش، مدل ساختاری رابطه بازاریابی درونی و مشتری ‌گرایی با نقش میانجی انگیزه کاری کارکنان ادارات کل ورزش و جوانان استان‌های غرب کشور است. پژوهش بر اساس هدف، کاربردی و از نظر ماهیت، توصیفی-تحلیلی و به روش پیمایشی انجام شد. جامعه آماری شامل کلیه کارکنان ادارات کل ورزش و جوانان استان‌های غرب کشور (همدان، کردستان، کرمانشاه) به تعداد 378 نفر بود و نمونه با توجه به محدودیت جامعه آماری به صورت تمام‌شمار تعیین گردیدکه در نهایت 321 پرسشنامه بازگشت داده شد. ابزار گردآوری اطلاعات‌ شامل پرسشنامه بازاریابی درونی کهربی (1392)، پرسشنامه مشتری‌محوری هاجات (2002) و پرسشنامه انگیزش شغلی بخشی و همکاران (1383) بود که پایایی آن با استفاده از آزمون آلفای کرونباخ به ترتیب 0.80، 0.74 و 0.76 به تایید رسید و به ‌منظور تعمیم نتایج از مدل‌سازی معادلات ساختاری با استفاده از نرم افزار pls استفاده گردید. یافته‌های پژوهش نشان داد که بازاریابی درونی بر انگیزه کاری تاثیر مثبت و معناداری دارد و به صورت مستقیم بر مشتری‌مداری تاثیرگذار می‌باشد. همچنین بازاریابی درونی از طریق متغیر میانجی انگیزه کاری و به صورت غیرمستقیم، تاثیر بیشتری بر مشتری‌مداری دارد؛ لذا پیشنهاد می‌شود که مدیران ادارات ورزش و جوانان برای مشتری‌مداری و ارائه خدمات، به بازاریابی درونی و انگیزه کاری کارکنان خود توجه ویژه کنند و شرایط را برای رضایت شغلی کارکنان سازمان فراهم نمایند.

model of the relationship between internal marketing and customer orientation with the mediating role of work motivation of general sport and young offices employments of west provinces of iran

in a world that is constantly changing and evolving, most organizations and companies are looking for ways to increase their competitive advantage, and one of these ways is moving towards improvement in providing services to customers; therefore, organizations usually try to provide more facilities to customers and solve their needs faster. but smart and forward-thinking organizations reconsider the way they behave and communicate with their employees before taking any action, and in the first step, they keep them satisfied. employees are the most important asset and capital of an organization, and the lack of suitable and good employees to provide services will cause many problems for organizations in today’s competitive environment. this can be seen more clearly in service organizations. attention to internal marketing was raised for the first time in 1980. the meaning of internal marketing is to look at employees as customers and jobs as internal products, which leads to satisfying the needs and desires of internal customers in the way of achieving organizational goals. in this regard; the motivational factors of employees are among the factors that play a great role in creating and developing the innovation of people in the organization. nowadays, customer retention is important in sports service organizations, and if customer orientation is not the priority of these organizations, sports customers will not be retained, and if customers are not retained, the sports needs of the society will not be met and will be threatened. it can be customers are the most important part of service organizations and in sports organizations such as sports complexes, customer retention depends on customer orientation in these organizations. if the management along with the employees of the sports organizations are not customer-oriented, the interaction between the customers and the organization will be limited. in this regard tahamtan et al., 2023; in their research findings, they stated that green products positively affect the green image, green satisfaction, green trust and green loyalty of customers. although the existing researches have examined the relationship between internal marketing and customer orientation, what is clear is that considering the importance of customer orientation for the survival of organizations and the tremendous effect of internal marketing and employee motivation. therefore, it is felt necessary to carry out extensive research, especially in the field of sports, and therefore, in this research, an attempt has been made to find out the relationship between internal marketing and customer orientation with the mediating role of the work motivation of the employees of the general sports and youth departments of the western provinces. the country should be explained in order to reach a more complete and comprehensive understanding of the effect of internal marketing on the customer orientation of employees; because the use of structural equation models in explaining the relationships between variables is more accurate than other methods and is closer to real conditions in terms of application; on the other hand, most of the researches about customer orientation and the factors affecting it have been carried out in non-sports service sectors, and it is necessary to study the status of customer orientation, work motivation, and factors related to it in the country’s sports organizations. and especially sports and youth departments should also be studied.