The Analysis Impact of Market Orientation and Internal Marketing on Job Satisfaction (Case Study: Food & Drug Distribution Companies of Kermanshah Province)

Abstract

The current study aims to investigate the effect of market orientation and internal marketing on job satisfaction based on the structural equations model in the Kermanshah food and pharmaceutical distribution enterprises. The study method is applied in terms of objective, and consisting of a descriptive and correlative type in terms of data collection, and also the study is based on the structural equations model using Amos software. The statistical community is composed of marketers and marketing supervisors in food and pharmaceutical distribution enterprises which the volume of its sample is 280. The sampling method is stratified random sample with the sample size of 165. To gather data, Narver & Slater (1990), Donavana & Hocutt (2001) questionnaire was used which its nominal and content validity was confirmed by 5 university professors. Also, the overall validity of the questionnaire is 0.821. The findings indicate that correlation coefficient between market orientation and job satisfaction is 0.526, and also the regression coefficient between market orientation and job satisfaction in the final model is 0.81, and the regression coefficient between internal market orientation and job satisfaction in the final model is 0.6. In the model studied, the values of fitting indices (NFI=0.909 and CFI=0.916) show the suitability of the model.

Keywords: Market orientation, internal marketing, Job satisfaction