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Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism

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  • Nelly Moreira Mero
  • Amalia Hidalgo Fernández
  • María Iliana Loor Alcívar
  • Francisco González Santa Cruz

Abstract

Internal marketing involves planning, implementing, and assessing strategies focused on the internal customer (employee), who, at the same time, looks to strengthen their organizational commitment. In this context, leaders and managers should focus on human capital through policies which encourage the motivation and satisfaction of employees, in a way that they feel committed to the institution which, at the same time, will help the achievement of organizational targets. Accordingly, the purpose of this research is to analyze internal marketing dimensions and their possible relationship with organizational commitment. To do so, fieldwork based on a research questionnaire has been developed, aimed at a very important area of the social economy: co-operativism in a developing country. A total of 2,499 surveys were distributed among employees, leaders, and managers of Ecuadorian cooperatives. To describe the possible mediating effect of the research variables, a hierarchical, multiple linear regression analysis was applied. The results reveal that the internal marketing dimensions present statistically significant correlations with the organizational commitment, with the internal communication dimension being its maximum relational exponent. It is also extracted from the study that sociodemographic and works position variables positively influence the relationship between both constructs, presenting higher relational levels when the employee is married, has higher studies and their work contract is temporary.

Suggested Citation

  • Nelly Moreira Mero & Amalia Hidalgo Fernández & María Iliana Loor Alcívar & Francisco González Santa Cruz, 2020. "Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism," SAGE Open, , vol. 10(3), pages 21582440209, July.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020945712
    DOI: 10.1177/2158244020945712
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    References listed on IDEAS

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    1. Sayyed Mohsen Zare & Ali Shaemi Barzoki & Mohammad Esmaeil Ansari & Mehdi Abzari, 2018. "Human capital differentiation: toward human resource systems differentiation," International Journal of Learning and Intellectual Capital, Inderscience Enterprises Ltd, vol. 15(4), pages 363-387.
    2. Kadic-Maglajlic, Selma & Boso, Nathaniel & Micevski, Milena, 2018. "How internal marketing drive customer satisfaction in matured and maturing European markets?," Journal of Business Research, Elsevier, vol. 86(C), pages 291-299.
    3. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
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    1. Marcela-Sefora Nemteanu & Dan-Cristian Dabija, 2021. "The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(7), pages 1-16, April.
    2. Khalid Zia & Hadi Noor Ul, 2021. "Measuring a Multifaceted Concept: A high Order Confirmatory Factor Analysis Towards Internal Marketing," Management & Marketing, Sciendo, vol. 16(3), pages 228-245, September.

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