بررسی تاثیر بازاریابی پدرخوانده بر اعتبار سازمان به واسطهی وفاداری تزلزلناپذیر اعضا | ||
| چشم انداز مدیریت بازرگانی | ||
| مقاله 4، دوره 24، شماره 61، فروردین 1404، صفحه 73-95 اصل مقاله (1018.14 K) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.239246.1667 | ||
| نویسندگان | ||
| محمدرضا خدیوی؛ فریبرز رحیم نیا* | ||
| گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
| چکیده | ||
| چکیده گسترده : اهداف: در دنیای کسبوکار پرشتاب و همواره در حال تغییر امروز، تنوع نیازها و انتظارات مشتریان، بسیاری از رویکردهای سنتی بازاریابی کارایی خود را از دست دادهاند و و رویکردهای نوینی در این حوزه شکل گرفتهاند. در میان این رویکردها، بازاریابی پدرخوانده به عنوان یک رویکرد نوآورانه در حوزه بازاریابی داخلی معرفی شده است که بر اساس اصول اعتماد، وفاداری و روابط اخلاقی متقابل بنا شده است. سازمانهای مترقی به طور فزایندهای تشخیص میدهند که حفظ اعضا و افزایش اعتبار سازمانی از جمله ارزشمندترین داراییهای استراتژیک برای دستیابی به پایداری بلندمدت هستند. با بهکارگیری اصول بازاریابی پدرخوانده - از جمله مراقبت شخصی، حمایت همهجانبه و پرورش حس مشترک سرنوشت - سازمانها میتوانند نوعی وفاداری عاطفی را پرورش دهند که فراتر از روابط صرفاً معاملاتی است. هدف پژوهش حاضر، بررسی تأثیر بازاریابی پدرخوانده بر اعتبار سازمانی با تأکید بر نقش میانجی وفاداری تزلزلناپذیر اعضاست - مفهومی که نشان دهنده پیوند عاطفی و تعهد اخلاقی اعضا – است. روش پژوهش: جامعه آماری این پژوهش شامل ۱۲۰ از اعضای آکادمی فرهنگی–ورزشی هندبال «سپهر آیسک» در استان خراسان جنوبی، ایران بود. بر اساس جدول نمونهگیری مورگان،۹۷ نفر بهعنوان نمونه با روش تصادفی ساده انتخاب شدند. این پژوهش از نظر هدف کاربردی، از نظر ماهیت توصیفی و از نظر گردآوری دادهها پیمایشی_تحلیلی است. دادهها از طریق پرسشنامه ساختاریافته گردآوری و با استفاده از نرمافزار SmartPLS و با استفاده از اندازهگیری و مدلسازی معادلات ساختاری برای آزمون روابط فرضی بین متغیرها تجزیه و تحلیل شدند. یافتهها: نتایج تحلیل دادهها نشان داد که بازاریابی پدرخوانده تأثیر معناداری بر افزایش وفاداری تزلزلناپذیر اعضا دارد. همچنین رابطهی مثبت و معناداری میان وفاداری تزلزلناپذیر و اعتبار سازمانی تأیید شد. با این حال، تأثیر مستقیم بازاریابی پدرخوانده بر اعتبار سازمانی چندان قوی نبود، که نشان میدهد تأثیر اصلی آن در درجه اول از طریق وفاداری اعضا عمل میکند. این یافته را میتوان با توجه به نوع سازمان مورد مطالعه- آکادمیهای فرهنگی_ورزشی- تفسیر کرد که در آن اهداف مالی و برندسازی اغلب اهمیت ثانویه دارند، در حالی که نقشهای غیرمادی مانند آموزش، مسئولیت اجتماعی و توسعه اخلاقی برجستهتر هستند. این نتیجه نقش میانجی وفاداری تزلزلناپذیر را برجسته میکند، که بُعد عاطفی روابط داخلی را به شهرت و اعتبار خارجی سازمان پیوند میدهد. به عبارت دیگر، وقتی اعضا حمایت اخلاقی، انصاف و حس تعلق را درک میکنند، ارزشهای سازمان را درونی میکنند و در نتیجه اعتبار و یکپارچگی کلی آن را تقویت میکنند. نتیجهگیری: این پژوهش، بازاریابی پدرخوانده را به عنوان یک رویکرد نوآورانه در بازاریابی داخلی معرفی میکند که با تقویت وفاداری تزلزلناپذیر مشخص میشود - وفاداریای که از تعلق عاطفی و تعهد اخلاقی ناشی میشود تا مکانیسمهای معاملهای یا پاداشمحور. یافتهها نشان میدهد که مدیران و سرمایهگذاران میتوانند با اتخاذ اصول بازاریابی پدرخوانده، همزمان هزینههای سازمانی را کنترل کرده و تعهد بلندمدت مبتنی بر احساسات را در بین اعضا پرورش دهند. از این رو، بازاریابی پدرخوانده یک چارچوب نظری و عملی جدید ارائه میدهد که وفاداری عاطفی را با اعتبار سازمانی مرتبط میکند. | ||
| کلیدواژهها | ||
| اعتبار سازمان؛ بازاریابی پدرخوانده؛ وفاداری تزلزل ناپذیر اعضا | ||
| عنوان مقاله [English] | ||
| Investigating the Effect of Godfather Marketing on Organizational Credibility Via Unwavering Member Loyalty | ||
| نویسندگان [English] | ||
| mohammadreza khadivi؛ Fariborz Rahimnia | ||
| Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran | ||
| چکیده [English] | ||
| Extended Abstract Objectives: In today’s fast-paced and ever-changing business world, the diversity of customer needs and expectations has rendered many traditional marketing approaches less effective and has led to the emergence of new paradigms. Among these, Godfather marketing has been introduced as an innovative approach within the realm of internal marketing, built upon the principles of trust, loyalty, and reciprocal moral relationships. Progressive organizations increasingly recognize that member retention and the enhancement of organizational credibility are among the most valuable strategic assets for achieving long-term sustainability. By applying the principles of Godfather marketing_ including personal care, comprehensive support, and the cultivation of a shared sense of destiny_ organizations can foster an emotional form of loyalty that transcends purely transactional relationships. The purpose of this study is to examine the effect of Godfather marketing on organizational credibility, with a particular focus on the mediating role of unwavering loyalty_a concept that reflects the emotional bond and moral commitment of members. Methods: The statistical population of this research consisted of 120 members of the Sepehr Ayask Cultural–Sports Handball Academy in South Khorasan Province, Iran. Based on Morgan’s sampling table, 97 participants were selected through simple random sampling. The study is applied in purpose, descriptive in nature, and survey–analytical in data collection. Data were gathered through a structured questionnaire and analyzed using SmartPLS software, applying measurement and structural equation modeling to test the hypothesized relationships among the variables. Findings: Data analysis revealed that Godfather marketing significantly increases members’ unwavering loyalty. Moreover, the study confirmed a positive and significant relationship between unwavering loyalty and organizational credibility. However, the direct effect of Godfather marketing on organizational credibility was not particularly strong, indicating that its main impact operates primarily through member loyalty. This finding can be interpreted in light of the type of organization studied — cultural–sports academies — where financial and branding objectives often hold secondary importance, while non-material roles such as education, social responsibility, and moral development are more prominent. This outcome highlights the mediating role of unwavering loyalty, which links the emotional dimension of internal relationships to the organization’s external reputation and credibility. In other words, when members perceive moral support, fairness, and a sense of belonging, they internalize the organization’s values, thereby strengthening its overall credibility and integrity. Conclusion: This study introduces Godfather marketing as an innovative approach within internal marketing, characterized by fostering unwavering loyalty — a loyalty derived from goodwill and moral obligation rather than transactional or reward-based mechanisms. The findings suggest that managers and investors can, by adopting Godfather marketing principles, simultaneously control organizational costs and cultivate emotionally driven, long-term commitment among members. Hence, Godfather marketing offers a fresh theoretical and practical framework connecting emotional loyalty with organizational credibility. | ||
| کلیدواژهها [English] | ||
| Godfather marketing, Organization credibility, Unwavering member loyalty | ||
| مراجع | ||
|
Al-Hawary, S. I. S., Al-Qudah, K. A., Abutayeh, P. M. A., Abutayeh, S. M. A., & Al-Zyadat, D. Y. (2013). The impact of internal marketing on employee’s job satisfaction of commercial banks in Jordan. Interdisciplinary Journal of Contemporary Research in Business, 4(9), 811-826.
Abzari, M., Ranjbarian, B., Fathi, S., & Ghorbani, H. (2011). The effect of internal marketing on market orientation and organizational performance in the hotel industry. Management Perspective, 31, 25-41. (In Persian).
Amir Kabiri, A., Mirabi, V., & Salehi Sedqiani, P. (2011). Investigating the effectiveness of internal marketing activities on organizational commitment elements. Quarterly Scientific Research Journal of Improvement and Transformation Management Studies, 21, 25. (In Persian).
Bartel, A. P., Freeman, R. B., Ichniowski, C., & Kleiner, M. M. (2003). Can a work organization have an attitude problem? The impact of workplaces on employee attitudes and economic outcomes.
Berry, L. L. (1981). The employee as customer. Journal of retail banking, 3(1), 33-40.
Behn, B. K., DeVries, D. D., & Lin, J. (2010). The determinants of transparency in nonprofit organizations: An exploratory study. Advances in Accounting, 26(1), 6-12. https://doi.org/10.1016/j.adiac.2010.01.001
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271. https://doi.org/10.1177/109467051141170
Brunetto, Y., Shacklock, K., Teo, S. T. T., & Farr‐Wharton, R. (2020). The impact of servant leadership on hospital employees’ trust in managers and job satisfaction. Leadership in Health Services, 33(2), 177–193. https://doi.org/10.1108/LHS-06-2019-0036
Cahill & Dennis. J. (1995). The managerial implications of the learning organization: a newtool for internal marketing. Journal of services marketing, 9(4), 43-51. https://doi.org/10.1108/08876049510094513
Caruana, A., & Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of bank marketing, 16(3), 108-116. https://doi.org/10.1108/02652329810213510
Chen, K. H., Chang, F. H., Chen, Y. L., & Chen, P. M. (2019). The relationships between corporate credibility, service convenience, and consumers’ use intentions: Toward ticketing apps for low-cost carriers. Sustainability, 11(3), 810. https://doi.org/10.3390/su11030810
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates.
Colton, D. A., & Poploski, S. P. (2019). A content analysis of corporate blogs to identify communications strategies, objectives, and dimensions of credibility. Journal of Promotion Management, 25(4), 609-630. https://doi.org/10.1080/10496491.2018.1500408
Dang, A., & Arndt, A. D. (2017). How personal costs influence customer citizenship behaviors. Journal of Retailing and Consumer Services, 39, 173-181. https://doi.org/10.1016/j.jretconser.2017.08.012
De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K. U., & Von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51(1), 91-105. https://doi.org/10.1016/j.intmar.2020.04.007
Dehkhoda, A.A. (2010). Dehkhoda dictionary: a comprehensive and unique treasure of Persian words and literature in CD format. Tehran. Tehran University Publications. (In Persian).
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22, 99-113. https://doi.org/10.1177/0092070394222001
Diessner, R., Solom, R. D., Frost, N. K., Parsons, L., & Davidson, J. (2008). Engagement with beauty: Appreciating natural, artistic, and moral beauty. The Journal of psychology, 142(3), 303-332.
Dondoni, M., Licari, G., Faccio, E., & Pellicciotta, A. (2006). Identità e normatività gruppali nella cultura siciliana e nella sub-cultura di Cosa Nostra. Narrare i gruppi. Prospettive cliniche e sociali, 1, 1-22.
Dowling, G. R. (2004). Corporate reputations: Should you compete on yours? California Management Review, 46(3), 19–36 https://doi.org/10.2307/41166268
Esmaeilpour, M., Mohammad Hosseini, Z., & Bahreinizad, M. (2023). Measuring the impact of celebrity endorsers on purchase intention through brand image, attitude and advertising credibility. Volume 9, Issue 1. Journal of Brand Management, 9(1), 13-54. (In Persian).
Farahi, M., Maharati, Y., & Teymouri, S. (2010). Investigating the effect of internal market orientation on the individual performance of sales staff in Etisalat Afghanistan telecommunications company with regard to the mediating role of employee job satisfaction. Master's thesis, Ferdowsi University of Mashhad. (In Persian).
Farzinfar, Z., Ardakani, S., & Naderi Bani, M. (2016). The effect of corporate social responsibility on customer loyalty with regard to the mediating role of trust and satisfaction. Quarterly Journal of Tourism Management Studies, 11(33), 63-83. (In Persian).
Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258. https://doi.org/10.2307/256324
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation Quotient SM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7, 241-255. https://doi.org/10.1057/bm.2000.10
Ford, R. C., Newman, S. A., & Ford, L. R. (2023). Giving to get loyalty: How organizations signal their loyalty to employees. Organizational Dynamics, 52(1), 100956. https://doi.org/10.1016/j.orgdyn.2022.100956
Gabra, S. F., Abd-Elhamid, E. A., & Rashed, N. M. (2021). Internal Marketing and its relation to Organizational Loyalty among nursing staff. Assiut Scientific Nursing Journal, 9(26.), 124-132.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87. https://doi.org/10.2307/1251946
Gefen, D., Straub, D. W., & Boudreau, M.-C. (2000). Structural equation modeling techniques and applications. Sage Publications.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate Credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54. https://doi.org/10.1080/00913367.2000.10673616
Gounaris, S. (2008). Internal-market orientation and its measurement. Journal of Business Research, 59(4), 432–448. https://doi.org/10.1016/j.jbusres.2007.06.002
Guido, G. (2024). Godfather Marketing: offering favors before products. Review of Managerial Science, 1-35. https://doi.org/10.1007/s11846-024-00785-7
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE https://doi.org/10.4135/9781483381738
Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of marketing, 35(3/4), 441-456. https://doi.org/10.1108/03090560110382101
Heidari Shorshjani, N., Nasiri, F., & Ghanbari, S. (2023). The effect of intelligent leadership on organizational loyalty; the mediation role of knowledge creation. Technology of Education Journal (TEJ), 17(3), 573-588. https://doi.org/10.22061/tej.2023.9403.2842
Helm, S., Eggert, A., & Garnefeld, I. (2010). Modeling the impact of corporate reputation on customer satisfaction and loyalty using partial least squares. Handbook of partial least squares, 515–534. https://doi.org/10.1007/978-3-540-32827-8_23
Hussain, S., Lei, S., Akram, T., Haider, M. J., Hussain, S. H., & Ali, M. (2021). Internal branding and employee behavioral outcomes. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-08-2020-3066
Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Yusef, W. (2021). Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate reputation review, 24, 247-262. https://doi.org/10.1057/s41299-020-00107-z
Iglesias, O., Ind, N., & Schultz, M. (2022). Corporate brand credibility in turbulent times. Journal of Brand Management, 29(3), 245-260. https://doi.org/10.1057/s41262-021-00257-3
Kaur, H., & Sharma, R. D. (2021). Challenges of traditional internal marketing in the digital era. Journal of Business Research, 132, 345-357. https://doi.org/10.1016/j.jbusres.2021.03.045
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kim, M., & Park, H. (2022). How employee engagement and internal branding affect employees’ perceptions of organizational reputation. Journal of Business Research, 139, 1034–1045.
King, C., Grace, D., & Funk, D. C. (2012). Employee brand equity: Scale development and validation. Journal of Brand Management, 19(4), 268–288. https://doi.org/10.1057/bm.2012.13
Kotler, P., & Armstrong, G. (2017). Marketing Management (B. Forouzandeh, Trans., 15th ed.). Tehran: Ariana Ghalam. (In Persian).
Liden, R. C., Wayne, S. J., Liao, C., & Meuser, J. D. (2014). Servant leadership and serving culture: Influence on individual and unit performance. Academy of Management Journal, 57(5), 1434–1452. https://doi.org/10.5465/amj.2013.0034
Lin, W. B. (2006). The exploration of employee involvement model. Expert Systems with Applications, 31(1), 69-82. https://doi.org/10.1016/j.eswa.2005.09.035
Mohammadian, M., Kafash, M., & Khodabakhshi, F. (2010). The Effect of Internal Marketing on Customer Satisfaction of Iranian Insurance Companies Branches in Tehran. Master's Thesis, Alameh Tabatabaei University. (In Persian).
Moroko, L., & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175. https://doi.org/ 10.1057/palgrave.bm.2550116
Mosley, R. (2015). Employer brand management: Practical lessons from the world's leading employers. Wiley. https://doi.org/10.1002/9781119208051
Nasr Esfahani, A., Farrokhi, M., & Amani, M. (2012). The Effect of Internal Marketing on Teamwork Effectiveness in Higher Education, Case Study of Isfahan University. Business Management Perspectives, 11 (9): 59 -41. (In Persian).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ expertise, trustworthiness, and attractiveness. Journal of Advertising 19 (3): 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pavlović, G., Bevanda, N., & Bevanda, V. (2024). The influence of internal marketing dimensions on organizational commitment. Marketing, 55(4), 259-268. https://doi.org/10.5937/mkng2404259P
Qarache, M. & Daboyan, M. (2010). Employee loyalty in interaction with customer loyalty in service industries. Modern Marketing Research Bi-Quarterly, 5(3): 27-46. (In Persian).
Rather, R. A., Hollebeek, L. D., & Islam, J. U. (2022). Employee loyalty in the post-pandemic workplace. International Journal of Hospitality Management, 102, 103175. https://doi.org/10.1016/j.ijhm.2022.103175
Saghir, H. (2022). The Role of Internal Marketing in Employee Loyalty-Job Satisfaction as Mediator: A Study of Hospitality Industry of Pakistan. Jinnah Business Review, 10(2). https://doi.org/10.53369/MZDJ6890
Samiei, M., & Ziglari, F. (2015). Investigating the elements of internal marketing on the trust, satisfaction and loyalty of employees in Saderat Bank branches in Isfahan city, National Conference on the Third Millennium and Humanities, Shiraz. (In Persian).
Schein, E. H., & Schein, P. A. (2017). Organizational culture and leadership (5th ed). Tehran: Ariana Ghalam. (In Persian).
Shin, Y., &Thai, V. V. (2018). The Impact of Corporate Social Responsibility on Customer Satisfaction, Relationship Maintenance and Loyalty in The Shipping Industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392. https://doi.org/10.1002/csr.1352
Tartaglia, F. (2006). Estetica del terziario. Bellezza, benessere e felicità della vita come fondamenti del marketing ritrovato (Vol. 126).
Tabarsa, G., & Ramin, M. (2010). Presenting a model of organizational citizenship behavior. Perspective of Public Management, 1(3), 103-117. (In Persian).
Tumasjan, A., Kunze, F., Bruch, H., & Welpe, I. M. (2020). Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate. Human Resource Management, 59(1), 83-99. https://doi.org/10.1002/hrm.21980
Walker, K., Zhang, Z., & Ni, N. (2020). The mirror effect: Corporate social responsibility, corporate social irresponsibility and firm performance. Journal of Business Research, 108, 120–131.
Xiong, L., King, C., & Piehler, R. (2021). Employee brand experience: Construct definition, dimensionality, and antecedents. Journal of Business Research, 124, 764–773. https://doi.org/10.1016/j.jbusres.2020.01.008
Yao, Y., Han, T. Y., & Bi, J. W. (2024). The role of employee loyalty in online reputation: evidence from tourism and hospitality sector. International Journal of Contemporary Hospitality Management, 36(7), 2406-2442. https://doi.org/10.1108/IJCHM-03-2023-0409
Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32-51. https://doi.org/10.1177/0022242919888477
Zhang, L., & Wang, X. (2023). Digital internal marketing: How social intranets foster employee brand advocacy. Journal of Marketing Communications, 29(2), 145-163. https://doi.org/10.1080/13527266.2022.2039195 | ||
|
آمار تعداد مشاهده مقاله: 24,892 تعداد دریافت فایل اصل مقاله: 322 |
||