The Influence of Organizational Climate’s Dimensions on Fulfilling of the Brand Promise(Case Study: Maskan Bank)

Subject Areas : Jounal of Marketing Management

B. Ghorbanifard ¹ , Sh. Hashemnia ² , S. Sh. Mosavi ³

1 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه پیام نور
2 - استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران
3 - دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران

Received: 2014-05-02 Accepted : 2014-05-02 Published : 2014-04-21

Keywords: Organizational Climate, Brand, Brand promise, Multiple Regression, Maskan Bank,

Abstract :

The Customers loyalty on a brand is dependent on their trust. Also the customers trust influenced by fulfilling the promises which brand owners deliver to their customers. According to importance of the subject, this study reviews the influence of organizational climate’s dimensions on fulfilling of the brand promise. The purpose of this study is identifying the effective organizational climate variables on fulfilling the promises which brand owners deliver to their customers. The statistical population of this study comprised the entire Maskan Bank’s employees in Alborz province which were selected some people among them randomly. In order to collect data the standard questioners are used. The data analyzed by Spearman Correlation Coefficient and Multiple Regression. The finding of study showed that the organizational commitment, employees received bonuses, teamwork in organizations, organizational structure and organizational communication have significant relationship to fulfill the promises and among these variables of the three variables such as: organizational commitment, employees received bonuses and organizational communication can entry into the regression equation, which can impact on this variable directly.