The effect of moderating cultural congruence on the relationship between internal marketing activities and employee satisfaction (Case study: Tourism staff in the western Iran, Iraq and Turkey)
Subject Areas :
1 -
2 - Razi University
Keywords: Internal Marketing Job Satisfaction Cultural congruence Tourism,
Abstract :
The role of internal marketing in employee satisfaction has been empirically investigated. More than 200 research on internal marketing has been carried out and a small number of research has been made about the role of employees in cultural backgrounds. Following the gap in literature, the study aims to explore the moderating effect of cultural congruence on the internal marketing operations and the satisfaction of employee satisfaction in the workplace. The aim of this study is to investigate the relationship between internal marketing and employee satisfaction with regard to the mediating role of cultural congruence. This research is applicable in terms of purpose, and is a quantitative and survey method in terms of quantitative and cross - sectional method. The statistical population is the tourism field staff among the Iraqi, Iranians and Turkish Kurds, who were selected by simple random and stratified random sampling method from 338 individuals. Data were collected by library and field research (questionnaire) which were conducted online and face to face.Structures were measured using existing scales and confirmatory factor analysis and structural equation modeling were used to evaluate the effects. The results show that there is a positive relationship between internal marketing operations and employee satisfaction. Moreover, the empirical and theoretical results of this study and empirical evidence confirm that cultural congruence can further enhance the internal marketing operations and satisfaction of employees.