Examining the Effect of Internal Marketing on Organizational Identity: The Moderating Role of Professional Ethics

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 ۹۸ employees of the South Khorasan Rural Cooperative Organization, of which ۷۸ 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 (۱۹۸۳), Cadozier's professional ethics (۲۰۰۲) and Mooney and Furman's (۱۹۹۵) 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.

کلیدواژه ها:

Professional Ethics ، Internal Marketing ، Organizational Identity