Testing the model of interactive relationships among internal marketing, organizational intelligence, and organizational innovation

The purpose of this research is to test the model of interactive relationships among internal marketing, organizational intelligence, and organizational innovation. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population used consists of ۲۰,۰۰۰ employees of the Tax Affairs Organization. According to the Krejcie and Morgan table, with a precision level of ۰.۰۵, the sample size is ۳۷۷ individuals, selected using the convenience sampling method. For measurement of the variables, we made use of the standard questionnaire. Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= ۰.۸۴۱), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique. The results indicate the interactive model of relationships among internal marketing, organizational intelligence, and organizational innovation in the tax administration of the country can contribute to a better understanding of how these components influence one another and ultimately improve the organization’s performance. Internal marketing refers to enhancing interactions and communications among organizational members and creating a positive and creative environment for employees. Internal marketing systems include programs designed to improve job satisfaction, employee training and development, and fostering effective intra-organizational relationships.

کلیدواژه ها:

Internal Marketing ، Organizational Intelligence ، Organizational Innovation