The role of internal marketing orientation and organisational citizenship behaviour on performance: testing the moderating role of business intelligence
by Ali Sadeghzadeh; Reza Rostamzadeh
International Journal of Business Information Systems (IJBIS), Vol. 37, No. 4, 2021

Abstract: The purpose of this study is to investigate the effect of internal marketing orientation and organisational citizenship behaviour (OCB) on organisational performance considering the moderating role of business intelligence. The present study is a descriptive-correlation type and applied in the nature. The library-field and questionnaire were used for data gathering. According to the research goal and the subject of the research, this research includes a sample of managers and staff of a large construction company. In this research, the structural equation modelling (SEM) is used to evaluate the causal model and verify the reliability and validity of the measurement model. The proposed model and the data obtained from the questionnaires analysed using the Smart PLS software. Finally, the results showed that the orientation to internal marketing and organisational citizenship behaviour significantly affect the performance of the company, and also, the business intelligence moderates the relationship between the internal marketing and organisational citizenship behaviour regarding to the organisational performance.

Online publication date: Wed, 11-Aug-2021

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