فصلنامه علمی پژوهش و توسعه مدیریت

فصلنامه علمی پژوهش و توسعه مدیریت

بررسی تاثیر توانمندی نوآوری و بازار محوری بر سطح تعهد عاطفی کارکنان بانک ملت شهرستان تبریز

نوع مقاله : علمی پژوهشی

نویسندگان
1 استادیار گروه علوم تربیتی، پردیس علامه امینی تبریز، تبریز، ایران
2 دانشجوی کارشناسی علوم تربیتی، پردیس علامه امینی تبریز-دانشکاه فرهنگیان
چکیده
امروزه با پیشرفت فناوری‌های نوین و ایجاد محیط‌های پویا، پیچیده و بسیار متغیر، سازمان‌ها نیازمند طراحی و بهره‌گیری از استراتژی‌هایی هستند که در فضای رقابتی پیروز شوند و در این میان توانمندی‌های بازاریابی به عنوان فاکتور مهمی در کنار تعهدات سازمانی و روانشناختی کارمندان به شمار می‌آید. بنابراین در این پژوهش قصد داریم تاثیر توانمندی نوآوری و بازارمحوری را بر سطح تعهد عاطفی کارکنان بانک ملت شهرستان تبریز، بررسی کنیم. جامعه آماری تحقیق شامل کلیه کارکنان بانک ملت شهرستان تبریز می باشد. برای تعیین حجم نمونه از فرمول نمونه‌گیری کوکران استفاده شد و 210 نفر به عنوان نمونه به صورت تصادفی ساده در انتخاب شدند؛ به طوری که نمونه گیری از تمام شعب انجام شد. در این پژوهش ابزار گردآوری داده‌ها، پرسشنامه است. داده‌ها پس از گردآوری با استفاده از نرم افزار PLS و SPSS مورد تجزیه و تحلیل قرار گرفت. نتایج به دست آمده از آزمون فرضیه‌ها نشان می‌دهد که توانمندی بازاریابی شامل نوآوری و بازار محوری بر تعهد عاطفی کارکنان بانک ملت شهرستان تبریز موثر است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the impact of innovation and market-oriented capabilities on the level of emotional commitment of Mellat Bank employees in Tabriz

نویسندگان English

farrokh ghorbani namvar 1
Sadegh Abdollahi 2
1 Professor of Educational Sciences Department, Allameh Amini Campus of Farhangian University, Tabriz, Iran
2 Bachelor of Educational Sciences, Allameh Amini Campus of Farhangian University, Tabriz, Iran
چکیده English

Nowadays, with the advancement of new technologies and the creation of dynamic, complex, and highly variable environment, organizations need to design and use strategies to win in the competitive environments, and among them, marketing capabilities as a factor. It is important along with the organizational and psychological obligations of employees. Therefore, in this research, we intend to investigate the impact of innovation and market-oriented ability on the level of emotional commitment of Bank Mellat employees in Tabriz. The statistical population of the research includes all employees of Bank Mellat in Tabriz. To determine the sample size, Cochran's sampling formula was used and 210 people were selected as a sample by simple random. So sampling was done from all branches. In this research, the data collection tool is a questionnaire. After collecting the data, it was analyzed using PLS and SPSS software. The results obtained from the hypothesis test show that the marketing capability, including innovation and market orientation, is effective on the emotional commitment of Bank Mellat employees in Tabriz city.

کلیدواژه‌ها English

Innovation ability
emotional commitment
Bank Mellat
psychological commitment
market orientation
 
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  • تاریخ دریافت 15 آبان 1402
  • تاریخ بازنگری 20 آذر 1402
  • تاریخ پذیرش 29 آذر 1402