The relationship between internal marketing and organizational citizenship behavior by considering the mediating role of organizational commitment

Nowadays, organizations, to gain competitive advantage and improve their performance, require more valuable human resources; Employees who do not withhold any effort in the direction of organizational success via doing voluntary behaviors. The concept of organizational citizenship behavior implies these behaviors and internal marketing is one of the factors that can lead to the appearance of employees’ organizational citizenship behaviors. Therefore, the objective of the present survey is to study the relationship between internal marketing and organizational citizenship behaviors by considering the role of organizational commitment. Employees of Isfahan Melli Bank constitute the statistical population and two-hundred ten (210) persons have been selected as statistical sample. Data in the field section was collected by distribution of standard questionnaires among the members of statistical sample and structural equations model was used to test research hypotheses. After factorial analysis of measurement models research hypotheses were tested. Results illustrate that all four hypotheses have been confirmed. Based on the results of the first to third hypotheses, significant effect of both the internal marketing on organizational citizenship behavior and commitment and organizational commitment on organizational citizenship behavior were confirmed. Also, according to the results of fourth hypothesis, the mediation effects of organizational commitment in the relationship between internal marketing and organizational behavior was confirmed.