International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Investigation on the Impact of Internal Marketing Elements on Trust-building among staff of IKCO Tabriz

Author Affiliations

  • 1Department of Management, Tabriz branch, Islamic Azad University, Tabriz, IRAN
  • 2 Department of Management, Bonab branch, Islamic Azad University, Bonab, IRAN

Res. J. Recent Sci., Volume 4, Issue (2), Pages 36-43, February,2 (2015)


In today's world, in most of the organizations, the employees are regarded as the main resources of the organization. They have understood that motivated, happy and faithful employees would feel responsibility for their duties. Internal Marketing, as well as using certain elements utilizes a systematic process to increase employee's motivation - as inter-organization costumers. On the other hand, existence of organizational trust atmosphere leads to information division, improvement of employee's moral, preventing the organizational gossip, decreasing disagreements and increasing cooperation among employees, increased innovation and productivity and helps effective management of the organizations. The present research aims to investigate the impact of IM elements on organizational trust-building among staff of IranKhodro Tabriz to find that if practical performance of IM concepts leads to successful organization trust building. Using the gathered data and their statistical analysis via regression method, all raised seven hypotheses have been confirmed. Then, multiple regression analysis revealed that among the seven elements stated, six elements have direct impact on dependent variable and regression model of the test was described. ANOVA and Tukey tests showed that there was a significant difference between the attitudes of manufacturing unit employees and attitudes of supporting and administrative unit employees towards organizational trust-building.


  1. Farzad A., The effect of internal marketing on organizational commitment; an investigation among state-owned banks, Master Thesis, Isfahan/Iran, (2006)
  2. Khanifar H. and Zarvandi N., Research on the concept of trust in the organization, Besat Institute of printing and publishing, 1st edition (2010)
  3. Schultz D.E., Building an internal marketing management calculus, Henry Stewart publications, Interactive Marketing,6(2), 111-129 (2004)
  4. Ahmed P.K. and Rafiq M., Internal marketing: Tools and concepts for customer-focused management, Oxford, Butterworth-Heinemann Publications, (2002)
  5. Rafiq M. and Ahmed P.K., Internal marketing issues and challenges, European Journal of Marketing, 37), 1177-1186 (2003)
  6. Sanchez-Hernandez I. and Grayson D., Internal marketing for engaging employees on the corporate responsibility, Journey, Intangible Capital,), 275-307 (2012)
  7. Harrell G.D and Fors M.F., Internal Marketing of a Service, Journal of Industrial Marketing Management, 21), 299-306 (1992)
  8. Ahmed P.K. and Rafiq M., The role of internal marketing in the implementation of marketing strategies, Journal of Marketing Practice: Applied Marketing Science, ), 32-51 (1995)
  9. Tansuhaj P., Randall D. and McCullough J., Applying the internal marketing concept within large organizations: as applied to a credit union, Journal of Professional Service marketing, ), 193-202 (1991)
  10. Diyanati M., Erfani M., Competence, concepts and applications, Tadbir monthly magazine,206, 14-19 (2009)
  11. Zarei Matin H., Human resources management, Islamic advertisement publications, 1st edition (2000)
  12. Sa'dat E., Human Resources management, Samt Publications, 15th edition (2012)
  13. Abtahi H., Training and improvement of human resources, Institute of training studies and planning, Tehran, 1st edition, (1989)
  14. Dolatabadi M., Management and organizational communications, National conference of information and communication technology, Esfahan/Iran, (2006)
  15. Robbins S., Foundations of organizational behavior, Translated by Erabi M., and Parsaeiyan A., Institute of cultural researches, 34th edition (2012)
  16. Khodaparast H., A pattern for introducing and evaluation of mutual trust in organizations: Mashhad Municipality, Noor magazine,12), 50-74 (2010)
  17. Ahmadi Mehrabani R., Management based on trust, Management development monthly magazine, 10(46), 37-40 (2001)
  18. Alvani M., Danayifard H., Governmental management and public trust, Journal of Management Knowledge, 14(55), 5-27 (2001)
  19. Baghersalimi S., et al., The role of servant leadership in promoting organizational trust based on opinions of Gilan tax affairs organization, Journal of development and evolution management, 23-30 (2010)
  20. Gholipur A., et al., Investigation on the effect of servant leadership on organizational trust and empowerment in governmental organizations, Governmental management magazine,), 103-118 (2009)
  21. Hasanzadeh H., et al., Trust within organization and investigation on the present situation of administrative organizations in IRAN, Journal of organizational culture management, 79-126 (2004)
  22. Smith G., 2005, How to achieve organizational trust within an accounting department, Managerial auditing journal, 20 (), 520-523 (2005)
  23. Martins N., A model for managing trust, International Journal of Manpower, 23 754-769 (2002)
  24. Panahi B., Trust and trust-building in the organization, Noor magazine,), 88-103 (2009)
  25. Hasani S., Investigation on the relationship between domestic organizations' accountability and public trust to them, Master thesis, Pardis Qom, Tehran university (2004)
  26. Seyyed Javadin R., et al., Internal marketing, an step towards improvement of organizational citizenship behavior and service quality, Journal of Management research in Iran, 14), 67-97 (2007)
  27. Krejcie R.V., Morgan D.W., Determining sample size for research activities, Educational and Psychological Measurement, (30), 607-610 (1970)