تاثیر بازاریابی داخلی بر سکوت سازمانی‌: مطالعه موردی اداره امورمالیاتی شهر اصفهان

Internal Marketing is a planned try in marketing approach to overcome organization's resistance to change in a way to create inter-functional coordination for effective application of organizational strategy. This article tries to study the effect of internal marketing on organizational silence in Esfahan Taxation Office. In this line, Cronbach's alpha coefficient was employed to test the reliability of the questionnaire, showing an acceptable reliability (%83). Scholars' standpoints were taken into account in using the Kendall Coefficient to measure the validity, which was known to be %80. The statistical population of the research was Esfahan Taxation Office personnel in 2012, composed of 720 employees. Samples were selected from eight taxation departments in stratified random sampling method in a proportionate accordance to the statistical population volume. A number of 240 questionnaires were handed out among the sample population, out of which 222 filled-out questionnaires returned. The data were analyzed by SPSS software. The results indicate that Internal Marketing has a significant effect on Organizational Silence.