University of Macau Library

Author: Mac, Lancy; Ho, Kit Ieng Shirley
Title: The impact of internal marketing on organizational commitment: The mediating roles of customer orientation and internal communication
Journal Name: Euro Asia Journal of Management
Pub. Info: Dec. 2015, Vol.25, No.1/2, pp. 3-13
Keyword: Internal marketing; Organizational commitment; Customer orientation; Internal communication
Abstract: Abstract : Internal marketing is growing in importance recently with its association with positive employee behavior. However, relatively little empirical research has been conducted for non-profit organizations. The purpose of this study is to investigate the effect of internal marketing on organizational commitment incorporating two mediators, namely customer orientation and internal communication. Results show that there is a direct positive relationship between internal marketing and organizational commitment, but the mediation effects are not significant. Results of the study indicate that educational institutions should instill the internal marketing concept into their management strategy in order to improve organizational commitment among employees. Paragragh Headings: 1. Introduction 2. Theoretical background 3. Hypotheses 4. Methodology 4.1. Data collection 4.2. Measures 5. Results 6. Discussions and conclusions Tables: 1. Mean, Cronbach alpha and correlation matrix 2. Regression results Figures: 1. Research model