The Effect of Internal Marketing on Organizational Commitment in Ghods Hospital in Arak City, 2016

Abstract Background: Internal marketing is one of the applied instruments for managers to plan human force. This study aimed to investigate the effect of internal marketing on organizational commitment in a remedial center. Materials and Methods: This study has an applied purpose and its nature is causal-survey. Statistical population consisted of 450 working employees in Ghods hospital in Arak city. Out of these, 207 samples were selected by available random cluster sampling. Data were gathered by standard questionnaires and the reliability of them validated by Cronbach’s alpha coefficient. Data analysis was performed by linear regression by using SPSS 19 software. Results: The findings of this study showed that internal marketing had an effect on organizational commitment and the value of it was 0.2. Also, reward affected on organizational commitment which was equal to 0.13. The effect of communication on organizational commitment was positive and the value of it was 0.16. Development had an effect on organizational commitment which was equal to 0.16. In addition, safe workplace had an effect on organizational commitment and the value of it was 0.12. Also, the effect of job recruitment and appointment was positive which was equal to 0.11. Conclusion: According to the results, it is essential to pay attention to necessary requirements and conditions for providing an appropriate bed to expand internal marketing and employees’ participation to develop organizational commitment

A Study of the Effect of Word of Mouth on Pregnant Women Decision-Making Behavior to Join the Royan Cord Blood Bank in Arak City, 2009-2016

Abstract Background: Today, the role of word of mouth (WOM) in making decision particularly in service sector became important. Thus, this study aimed to investigate the effect of word of mouth on pregnant woman decision-making behavior to join the Royan Cord Blood Bank. Materials and Methods: The research is operational and has a causal nature. The population of study was 790 pregnant women enrolled in Royan Cord Blood Bank in Arak city that 294 subjects were selected by available non-random sampling method. To collect data, questionnaire instrument was used. Data were analyzed according to Structural Equations Modeling (SEM) by LISREL (version 8.54) software. Results: The results of the study revealed that the effect of communication medium on personal information source and word of mouth was significant and positive. In addition, opinion leaders had a significant and positive influence on personal information source and word of mouth and also, the significant and negative effect of opinion leaders on perceived risk was seen. Personal information source had a significant and positive effect on decision-making. However, social structure didn't have any effect on word of mouth. Likewise, word of mouth didn't influence decision-making. Conclusion: According to the findings of the research, it seems that paying attention to the prerequisites and conditions making a suitable bed for creating effective word of mouth and expanding it to making decision for joining the Royan Cord Blood Bank is very necessary