چکیده مقاله
In organizations, human power is considered as the most important pillar of excellence and the realization of anticipated goals Organizational identity, which shows the commitment and solidarity of employees with the organization, is one of the key factors in improving performance and achieving organizational goals Considering the importance of this concept, the current research has investigated the effect of internal marketing on organizational identity with the role of professional ethics moderator This research is descriptive correlative in terms of data collection and practical in terms of purpose The statistical population includes 98 employees of the South Khorasan Rural Cooperative Organization, of which 78 were selected as a sample using stratified random sampling and Cochran's formula The data collection tools were the standard questionnaires of Cheney's organizational identity 1983 , Cadozier's professional ethics 2002 and Mooney and Furman's 1995 internal marketing, whose validity and reliability were confirmed using divergent and convergent validity and Cronbach's alpha coefficient Data analysis was done using structural equation modeling and Smart PLS software The results showed that internal marketing has a significant effect on organizational identity Also, the moderating role of professional ethics in the relationship between internal marketing and organizational identity was not confirmed These findings show the importance of internal marketing in improving organizational identity and providing solutions to strengthen it
کلیدواژهها
نویسندگان
Mahdi Riyahi
Master of Business Administration, Islamic Azad University, Birjand Branch, Iran
شیوه ارجاع
Riyahi, Mahdi,1403,Examining the Effect of Internal Marketing on Organizational Identity: The Moderating Role of Professional Ethics,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز