Leadership Style and Market Orientation: The Mediating Role of Internal Marketing

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2023-04-27 DOI:10.1080/15332667.2023.2205279

M. Awwad, Farah Mohammad Lafi

{"title":"Leadership Style and Market Orientation: The Mediating Role of Internal Marketing","authors":"M. Awwad, Farah Mohammad Lafi","doi":"10.1080/15332667.2023.2205279","DOIUrl":null,"url":null,"abstract":"Abstract This study aims to investigate the impact of path-goal leadership styles (directive, participative, supportive, and achievement-oriented) on the market orientation of Jordanian commercial banks and the role of internal marketing as a mediating variable. A quantitative survey methodology was used to collect data from 630 branch managers of thirteen commercial banks listed on the Amman Stock Exchange in Jordan. Only 196 branch managers fully responded to the questionnaire. The measurement model fit and the significance of the theoretical relationship between variables were determined using structural equation modeling. The results confirmed that supportive, participative, and achievement-oriented styles have a positive impact on internal marketing, while directive styles have a negative impact. Internal marketing has a positive direct impact on market orientation. The impact of path-goal leadership styles on market orientation was indirect through internal marketing, which means that internal marketing fully mediates the relationship between path-goal leadership styles and market orientation. Commercial banks should integrate internal marketing as a strategy into their core operations and systems to meet employees’ demands and the bank’s goals. This integration shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks’ operations and survival.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Relationship Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332667.2023.2205279","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 1

Abstract

Abstract This study aims to investigate the impact of path-goal leadership styles (directive, participative, supportive, and achievement-oriented) on the market orientation of Jordanian commercial banks and the role of internal marketing as a mediating variable. A quantitative survey methodology was used to collect data from 630 branch managers of thirteen commercial banks listed on the Amman Stock Exchange in Jordan. Only 196 branch managers fully responded to the questionnaire. The measurement model fit and the significance of the theoretical relationship between variables were determined using structural equation modeling. The results confirmed that supportive, participative, and achievement-oriented styles have a positive impact on internal marketing, while directive styles have a negative impact. Internal marketing has a positive direct impact on market orientation. The impact of path-goal leadership styles on market orientation was indirect through internal marketing, which means that internal marketing fully mediates the relationship between path-goal leadership styles and market orientation. Commercial banks should integrate internal marketing as a strategy into their core operations and systems to meet employees’ demands and the bank’s goals. This integration shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks’ operations and survival.

查看原文本刊更多论文

领导风格与市场导向：内部营销的中介作用

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.