IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v10y2020i3p2158244020945712.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244020945712
    Download Restriction: no

    File URL: https://libkey.io/10.1177/2158244020945712?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kristina Črnjar & Jasmina Dlačić & Borut Milfelner, 2020. "Analysing the Relationship Between Hotels’ Internal Marketing and Employee Engagement Dimensions," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 49-65.
    2. Junfeng Zhang, 2010. "Employee Orientation and Performance: An Exploration of the Mediating Role of Customer Orientation," Journal of Business Ethics, Springer, vol. 91(1), pages 111-121, February.
    3. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    4. Xin Liao & Dongming Wu & Qianqian Zhang & Ge Han, 2021. "How to Improve Users’ Loyalty to Smart Health Devices? The Perspective of Compatibility," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    5. Manis, K.T. & Madhavaram, Sreedhar, 2023. "AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues," Journal of Business Research, Elsevier, vol. 157(C).
    6. Georgiou, Thoukis & Papasolomou, Ioanna & Vrontis, Demetris & Thrassou, Alkis, 2023. "Market-oriented succession effectiveness in family business – Case-based evidence from Cyprus family-owned wine business," Journal of Business Research, Elsevier, vol. 165(C).
    7. Gonzalez-Benito, Oscar & Gonzalez-Benito, Javier, 2008. "Implications of market orientation on the environmental transformation of industrial firms," Ecological Economics, Elsevier, vol. 64(4), pages 752-762, February.
    8. Tareq N. Hashem, 2018. "The Relationship Between Internal Marketing And Service Culture In Jordanian Commercial Banks," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 12(1), pages 366-375.
    9. Chong, Terrence & Yu, Ting & Keeling, Debbie Isobel & de Ruyter, Ko, 2021. "AI-chatbots on the services frontline addressing the challenges and opportunities of agency," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. FUCIU Mircea & DUMITRESCU Luigi, 2018. "On Internal Marketing - Concept, Models, Advantages And Disadvantages," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 70(5), pages 53-64, November.
    11. Myoung-Soung Lee & Gap-Yeon Jeong, 2022. "The Effects of Internal Market Orientation on Service Providers’ Service Innovative Behavior: A Serial Multiple Mediation Effect on Perceived Social Capital on Customers and Work Engagement," Sustainability, MDPI, vol. 14(23), pages 1-17, November.
    12. Nguyen Thi Hong Phuong & Le Nguyen Hau & Tran Thi Tuyet & Nguyen Van Tuan, 2018. "Internal market orientation, frontliners' organizational commitment and customer-oriented behavior: A study of airport service in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 65-78.
    13. Espasandín-Bustelo, Francisco & Rufino-Rus, José Ignacio & Rodríguez-Serrano, M. Ángeles, 2023. "Innovation and performance in social economy enterprises: The mediating effect of legitimacy for customers," Journal of Business Research, Elsevier, vol. 158(C).
    14. Alexandre dos Santos Cerqueira & Emerson Wagner Mainardes, 2018. "Internal-market orientation and job satisfaction in the public sector: a case study of fire inspectors in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 143-160, June.
    15. María M. Muñoz & Sergey Kazakov & Jose L. Ruiz-Alba, 2024. "Sectorial evaluation and characterization of internal marketing orientation through multicriteria analysis," Operational Research, Springer, vol. 24(2), pages 1-19, June.
    16. Sora Lee & Jaewon Yoo, 2021. "What Makes Employees Behave Innovatively? Empirical Evidence from South Korea," Sustainability, MDPI, vol. 13(24), pages 1-17, December.
    17. Petra Cajnko & Sonja Treven & Polona Tominc, 2014. "Managerial Coaching Model and the Impact of its Activities on Employee Satisfaction and Company Performance," Management, University of Primorska, Faculty of Management Koper, vol. 9(4), pages 285-305.
    18. Micevski, Milena & Dewsnap, Belinda & Cadogan, John W. & Kadic-Maglajlic, Selma & Boso, Nathaniel, 2019. "Sales intra-functional flexibility: Its relationship to performance and moderating effects on role stressors," Journal of Business Research, Elsevier, vol. 104(C), pages 552-562.
    19. Ammar Ahmed & Ismail bin Lebai Othman, 2017. "The Impact of Strategic Attributes on Organizational Performance in Pakistan Banking Sector: A Review and Suggestions for Future Research," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(8), pages 371-387, August.
    20. Fu, Yan-Kai, 2013. "The influence of internal marketing by airlines on customer-oriented behavior: A test of the mediating effect of emotional labor," Journal of Air Transport Management, Elsevier, vol. 32(C), pages 49-57.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020945712. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.