تاثیر بازاریابی داخلی بر نوآوری سازمانی؛ نقش میانجی خودکارآمدی کارکنان در دوایر سازمان تامین اجتماعی استان مازندران

The purpose of this study was to explain the mediating role of employee self-efficacy in the relationship between the impact of internal marketing and organizational innovation in social security circles in Mazandaran province. The present research is descriptive-survey in terms of applied purpose and in terms of data collection method. The statistical population of this study consists of all social security employees in Mazandaran province in 1396 to 866 people. To determine the sample size, 269 people were calculated from Morgan table. Sampling was done by simple random method. Inferential statistics Kolmogorov-Smirnov test and structural equation test were used to analyze the data. The analyzes were performed using SPSS and AMOS software. The results showed that the effect of "internal marketing" on "organizational innovation" mediated by "employee self-efficacy" was confirmed at 95% confidence level and indicated that "internal marketing" on "organizational innovation" mediated by "employee self-efficacy" was effective. Is. The results also showed that "internal marketing" has a direct effect on "organizational innovation" and "employee self-efficacy" and said that "employee self-efficacy" has a positive effect on "organizational innovation".