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

Document Type : Scientific research

Authors
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
Abstract
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.
Keywords
Innovation ability
emotional commitment
Bank Mellat
psychological commitment
market orientation

Subjects

 
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  • Receive Date 06 November 2023
  • Revise Date 11 December 2023
  • Accept Date 20 December 2023