Document Type : Research Paper
Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
M.A. Student, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
The purpose of this study is to investigate the effects of domestic marketing on the organizational innovation through mediation of the staff self-efficacy. The statistical population of this study includes 150 members of Emersam Company where the sample members were selected randomly. In order to collect the research data, three questionnaires have been used. These include the questionnaire of internal marketing that was developed and standardized by Nasr Esfahani and et al. (2012), the questionnaire of efficacy that was developed and standardized by Chen (2001), and the self-administrated questionnaire of organizational innovation. In order to examine and confirm the validity of such questionnaires, a descriptive validity Method was used through AVE index. Also Composite Reliability (CR) and Cronbach’s Alpha Coefficient were used for examining and confirming the reliability of the questionnaires. The Structural Equation Modeling was used to analyze the data in the SMART-PLS. The results reveal that internal marketing influences organizational innovation significantly (with path coefficient 0/501). Also the results show that the internal marketing affects the staff self-efficacy (with path coefficient 0/795). These results also reveal that staff self-efficacy influences organizational innovation significantly (with path coefficient 0/688). On the other hand, the results indicate that the staff self-efficacy can be considered as a mediating factor in the relationship between internal marketing and organizational innovation (with path factor 0/546).