Employees' Attitude toward Management Commitment to Internal Marketing and the Emphasis of Managers on Informal Internal Communication in Agriculture Jihad Organization

Abstract

One of the most important factors for successful implementation of activities, maintaining status and keeping balance in an organization is human resources. The present study aims to analyze the role of informal internal staffing as a mediator in explaining the attitudes of the employees of the Agriculture Jihad Organization (AJO) of Guilan Province through the commitment of management to internal marketing. The target population of the study was composed of the employees of AJO. Simple random sampling approach was applied for choosing subjects. To test the hypotheses, structural equation modeling (SEM) and Smart PLS software were used. The results showed that due to the low commitment of management to internal marketing in the statistical society, informal relationships were hard to form between employees and management and the positive attitude toward work was at a low level. This becomes more important when the hypothesis is confirmed, but the severity of the coefficients indicates the moderate relationship between the main variables of the research.