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The Impact of Internal Marketing on Organizational Commitment: The Mediating Roles of Customer Orientation and Internal Communication
MAC, LANCY; SHIRLEY, HO KIT IENG
2015
Source PublicationEuro Asia Journal of Management
ISSN0872-8496
Volume25Issue:1/2Pages:3-13
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.

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Language英语
Fulltext Access
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
AffiliationUniversity of Macau
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
MAC, LANCY,SHIRLEY, HO KIT IENG. The Impact of Internal Marketing on Organizational Commitment: The Mediating Roles of Customer Orientation and Internal Communication[J]. Euro Asia Journal of Management,2015,25(1/2):3-13.
APA MAC, LANCY,&SHIRLEY, HO KIT IENG.(2015).The Impact of Internal Marketing on Organizational Commitment: The Mediating Roles of Customer Orientation and Internal Communication.Euro Asia Journal of Management,25(1/2),3-13.
MLA MAC, LANCY,et al."The Impact of Internal Marketing on Organizational Commitment: The Mediating Roles of Customer Orientation and Internal Communication".Euro Asia Journal of Management 25.1/2(2015):3-13.
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