PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
Tytuł artykułu

The effect of internal marketing on organizational commitment : an empirical study in banking sector in Yemen

Treść / Zawartość
Identyfikatory
Warianty tytułu
PL
Wpływ marketingu wewnętrznego na zobowiązania organizacyjne : empiryczne studium w sektorze bankowym Jemenu
Języki publikacji
EN
Abstrakty
EN
This study aimed to examine the influence of internal marketing on organizational commitment among Yemeni banks. The study adopted internal marketing factors comprised of different dimensions namely vision, development, rewards, empowerment and internal communication as the independent variable. Meanwhile, the dependent variable comprised of different dimensions of organizational commitment including normative commitment, affective commitment and continuance commitment. The study employed a survey questionnaire for data collection, distributed to 407 Yemeni banks. Data obtained was analyzed through the use of descriptive statistics and exploratory factor analysis. Additionally, the structural equation modeling was used for the data analysis. The obtained results showed that internal marketing significantly affected organizational commitment with the path coefficient value being 0.928, indicating that the employees’ organizational commitment among the banks is impacted by the internal marketing provided by the banks. With regards to the model fit, its examination showed that the value of fit statistics (CFI=0.99, GFI=0.98 and RMSEA=0.042), based on the results, internal marketing has a positive impact on organizational commitment at (p=0.026 p<0.01), indicating that the study hypothesis is supported. Lastly, the study contributed to the internal marketing factors and its positive impact on organizational commitment among Yemeni banks.
PL
Celem niniejszego opracowania było zbadanie wpływu wewnętrznego marketingu na organizacyjne zaangażowanie banków w Jemenie. W badaniu przyjęto wewnętrzne czynniki marketingowe składające się z różnych wymiarów, a mianowicie wizji, rozwoju, nagród, uprawnień i komunikacji wewnętrznej, jako niezależnej zmiennej. Tymczasem zmienna zależna składała się z różnych wymiarów zaangażowania organizacyjnego, w tym zaangażowania normatywnego, zaangażowania emocjonalnego i zobowiązania dotyczącego kontynuacji. W badaniu, w celu zgromadzenia danych, wykorzystano kwestionariusz ankiety, dystrybuowany do 407 banków w Jemenie. Uzyskane dane zostały przeanalizowane za pomocą statystyk opisowych i analizy czynników rozpoznawczych. Ponadto do analizy danych wykorzystano modelowanie równań strukturalnych. Uzyskane wyniki wykazały, że marketing wewnętrzny znacząco wpłynął na organizacyjne zaangażowanie, o wartości współczynnika ścieżki wynoszącej 0.928, co wskazuje na zaangażowanie organizacyjne pracowników wśród banków pod wpływem wewnętrznego marketingu oferowanego przez banki. Jeśli chodzi o modelowe dopasowanie w badaniu, analizując wartość dopasowanych statystyk w oparciu o wyniki (CFI = 0.99, GFI = 0.98 i RMSEA = 0.042) wykazano, że marketing wewnętrzny ma pozytywny wpływ na zaangażowanie organizacyjne (p = 0,026 p < 0,01), tym samym potwierdzając, że badana hipoteza jest poparta. Wreszcie badanie przyczyniło się do analizy wewnętrznych czynników marketingowych i pozytywnego wpływu na organizacyjne zaangażowanie banków w Jemenie.
Rocznik
Strony
88--98
Opis fizyczny
Bibliogr. 37 poz., rys., tab.
Twórcy
autor
  • Faculty of Business and Management, UiTM, Shah Alam, Malaysia
  • Faculty of Business and Management, UiTM, Shah Alam, Malaysia
Bibliografia
  • 1. Abzari M., Ghorbani H., Madani F.A., 2011, The effect of internal marketing on organizational commitment from market-orientation viewpoint in hotel industry in Iran, "International Journal of Marketing Studies", 3(1).
  • 2. Al-Jaradi A., 2014, Influence of Internal Marketing on Market Orientation in the republic of Yemen, "Arab Journal of Administrative Sciences", 1.
  • 3. Allen N.J., Meyer J.P., 1990, The measurement and antecedents of affective, continuance and normative commitment to the organization, "Journal of Occupational Psychology", 63(1).
  • 4. Baha A., 2013, The level of job satisfaction and morale of the employees of banks, "Academy of Banking Studies Journal", 2.
  • 5. Becker H.S., 1960, Notes on the concept of commitment, "American Journal of Sociology", 66.
  • 6. Berry L., Parasuraman A., 1991, Marketing services: Competing through quality, New York, NY: The Free Press.
  • 7. Bouranta A., Mavridoglou G., 2005, The impact of internal marketing to market orientation concept and their effects to bank performance, "Operational Research", 5(2).
  • 8. Bowen D.E., Lawler E.E., 1992, Total quality-oriented human esources management, "Organizational Dynamics".
  • 9. Buchanan B., 1974, Building Organizational Commitment: The Socialization of Managers in Work Organizations, "Administrative Science Quarterly", 19(4).
  • 10. Caruana A., Calleya P., 1998, The effect of internal marketing on organisational commitment among retail bank managers, "International Journal of Bank Marketing", 16(3).
  • 11. CBY, 2015, Annual report of central bank of Yemen.
  • 12. Chotechuong W., Vesdapunt K., 2015, A Managerial Internal Marketing Strategy Model for Life Insurance Industry in Thailand, "International Journal of Behavioral Science", 10(2).
  • 13. Downs C.W., Allyson D., Tammie P., FedericoV.S.G.J., Ticehurst W., 1996, A cross-cultural comparison of relationships between organizational commitment and organizational communication, [In:] International Communication Association Convention, Albuquerque, New Mexico.
  • 14. Ellinger A.D., Cseh M., 2007, Contextual factors influencing the facilitation of others’ learning through everyday work experiences, "Journal of Workplace Learning", 19(7).
  • 15. Finegan J.E., 2000, The impact of person and organizational values on organizational commitment, "Journal of Occupational and Organizational Psychology", 73(2).
  • 16. Foreman S.K., Money A.H., 1995, Internal Marketing: Concepts, Measurement and Application, "Journal of Marketing Management", 11.
  • 17. Gilmore A., Carson D., 1995, Managing and marketing to internal customers, [In:] W.J. Glynn, J.G. Barnes (Eds.), Understanding Services Management, England: John Wiley and Sons Ltd.
  • 18. Gronroos C., 1985, Internal Marketing Theory and Practice in Services Marketing in a Changing Environment, T.M. Bloch et al. (Eds.), Chicago: American Marketing Association.
  • 19. Hale J., 1998, Strategic Rewards: Keeping Your Best Talent from Walking Out the Door. Compensation and benefits management.
  • 20. Hartline M.D., Ferrell O.C., 1996, The management of customer contact service employees: An empirical investigation, "The Journal of Marketing".
  • 21. Hasen M., 2014, The impact of marketing techniques on the internal environment in the Yemeni banks, "Banking Studies Journal".
  • 22. Hogg C., 1996, Selling your soul, "Human Resources", 96(25).
  • 23. Hon L.C., Grunig J.E., 1999, Guidelines for measuring relationships in public relations, Gainesville, FL: Published by the Institute for Public Relations Commission on PR Measurement and Evaluation.
  • 24. Jenkins M., Thomlinson P.R., 1992, Organisational commitment and job satisfaction as predictors of employee turnover intentions, "Management Research News", 15(10).
  • 25. Ko J.W., Price J.L., Mueller C.W., 1997, Assessment of Meyer and Allen’s three-component model of organizational commitment in South Korea, "Journal of Applied Psychology", 82(6).
  • 26. Malik M.I., Awan M.Z., 2011, Employee Work Satisfaction and Work - Life Balance: A Pakistani Perspective, "Institute of Interdisciplinary Business Research", 3(5).
  • 27. Mathieu J.E., Zajac D.M., 1990, A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment, "Psychological Bulletin", 108(2).
  • 28. Meyer J.P., Allen N.J., 1991, A three-component conceptualization of organizational commitment, "Human Resource Management Review", 1(1).
  • 29. Meyer J., Allen N., 1997, Commitment in the workplace: theory research and application, Thousand Oaks, CA: Sage Publications, Inc.
  • 30. Miller D., Lee J., 2001, The people make the process: commitment to employees, decision making, and performance, "Journal of Management", 27(2).
  • 31. Mowday R.T., Porter L.W., Steers R., 1982, Organizational linkage: the psychology of commitment, absenteeism and turnover, New York: Academic Press.
  • 32. Sagie A., 1998, Employee absenteeism, organizational commitment, and job satisfaction: Another look, "Journal of Vocational Behavior", 52(2).
  • 33. Schlesinger L.A., Heskett J.L., 1991, The service-driven service company, "Harvard Business Review Case Services", 69.
  • 34. Shekary G.A., Moghadam S.K., Adaryany N.R., Moghadam I.H., 2012, The impact of internal marketing on organizational commitment in banking industry through structural equation modeling, "Interdisciplinary Journal of Contemporary Research in Business", 3(9).
  • 35. Shore L.M., Wayne S.J., 1993, Commitment and Employee Behavior : Comparison of Affective Commitment and Continuance Commitment With Perceived Organizational Support, "Journal of Applied Psychology", 78(5).
  • 36. Tansuhaj T., Randall D., McCullogh J., 1991, Applying the Internal Marketing Concept within Large Organizations: As Applied to a Credit Union, "Journal of Professional Services Marketing", 6(2).
  • 37. Ting S.C., 2011, The effect of internal marketing on organizational commitment: job involvement and job satisfaction as mediators, "Educational Administration Quarterly", 47(2).
Uwagi
Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-1bb21d16-f4f4-4137-98e2-65b6c6a7fcc9
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.