Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The mediating role of job satisfaction and affective commitment in the relationship between internal marketing practices and customer orientation

The mediating role of job satisfaction and affective commitment in the relationship between... This paper aims to examine the nature of the relationship between internal marketing (IM) and customer orientation, with the mediating role of job satisfaction and affective commitment. The study encompasses workers of the service sector in Bahrain.Design/methodology/approachIn total, 300 questionnaires were distributed, using a simple random sample, to employees of different service industries. The response rate was (73%). Simple and multiple regressions were used to analyze the data and test hypotheses.FindingsThe main findings of the study reveal a significant positive relationship between IM practices and customer orientation. It also indicates a significant positive effect of one of IM practices, internal communication, on customer orientation. The regression confirms a significant positive effect of IM on job satisfaction and affective commitment. Furthermore, the effect of job satisfaction and affective commitment on customer orientation were demonstrated. In addition, the results show a mediating effect of job satisfaction and affective commitment on the path of the relationship between IM and customer orientation, which was full for job satisfaction and partial for affective commitment.Originality/valueThis paper was trying to address a societal problem, the mediating role of job satisfaction and affective commitment in the direct path along the relationship between IM and customer orientation in the private sector in Bahrain. This cannot be done in a vacuum, as all research builds upon previous work. A deep literature review of books and journals on what is known so far about the problem was a guide to lead us to focus on filling the gaps in the knowledge about such a problem. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Organizational Analysis Emerald Publishing

The mediating role of job satisfaction and affective commitment in the relationship between internal marketing practices and customer orientation

Download PDF
26 pages

Loading next page...
 
/lp/emerald-publishing/the-mediating-role-of-job-satisfaction-and-affective-commitment-in-the-FveqmK71uL
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1934-8835
DOI
10.1108/ijoa-06-2020-2254
Publisher site
See Article on Publisher Site

Abstract

This paper aims to examine the nature of the relationship between internal marketing (IM) and customer orientation, with the mediating role of job satisfaction and affective commitment. The study encompasses workers of the service sector in Bahrain.Design/methodology/approachIn total, 300 questionnaires were distributed, using a simple random sample, to employees of different service industries. The response rate was (73%). Simple and multiple regressions were used to analyze the data and test hypotheses.FindingsThe main findings of the study reveal a significant positive relationship between IM practices and customer orientation. It also indicates a significant positive effect of one of IM practices, internal communication, on customer orientation. The regression confirms a significant positive effect of IM on job satisfaction and affective commitment. Furthermore, the effect of job satisfaction and affective commitment on customer orientation were demonstrated. In addition, the results show a mediating effect of job satisfaction and affective commitment on the path of the relationship between IM and customer orientation, which was full for job satisfaction and partial for affective commitment.Originality/valueThis paper was trying to address a societal problem, the mediating role of job satisfaction and affective commitment in the direct path along the relationship between IM and customer orientation in the private sector in Bahrain. This cannot be done in a vacuum, as all research builds upon previous work. A deep literature review of books and journals on what is known so far about the problem was a guide to lead us to focus on filling the gaps in the knowledge about such a problem.

Journal

International Journal of Organizational Analysis – Emerald Publishing

Published: Jul 15, 2021

Keywords: Internal communications; Internal marketing; Affective commitment; Job satisfaction; Customer orientation; Empathy and consideration

References

  • Job insecurity in selected banks in Ibadan southwest Nigeria
    Adenugba, A.A.; Oteyowo, O.
  • Customers satisfaction and its implications for bank performance in Nigeria
    Adeoye, B.; Lawanson, O.
  • Internal marketing motivation and employees’ challenges: a study of selected rural banks in Ghana
    Agyapong, K.; Dankwa, D.D.; Acheampong, A.
  • The role of internal marketing in the implementation of marketing strategies
    Ahmed, P.K.; Rafiq, M.
  • Internal marketing and the mediating role of organizational competencies
    Ahmed, P.K.; Rafiq, M.; Saad, N.M.
  • Urban flooding in Lagos, Nigeria: patterns of vulnerability and resilience among women
    Ajibade, I.; McBean, G.; Bezner-Kerr, R.
  • Gaining competitive advantage and organizational performance through customer orientation, innovation differentiation and market differentiation
    Al-Alak, B.A.; Tarabieh, S.A.
  • Integrating the is personnel after a merger-managing challenges and opportunities
    Alaranta, M.; Viljanen, M.
  • The effect of corporate governance on customer relationship quality and marketing performance
    Al-Qudah, M.Y.
  • Human resource management's role in internal branding: an opportunity for cross-functional brand message synergy
    Aurand, T.; Gorchels, L.; Bishop, T.
  • The impact of internal marketing on commercial banks’ market orientation
    Awwad, M.S.; Agti, D.A.M.
  • Interfacing relational frame theory with cognitive neuroscience: semantic priming, the implicit association test, and event related potentials
    Barnes-Holmes, D.; Staunton, C.; Barnes-Holmes, Y.; Whelan, R.; Stewart, I.; Commins, S.; Walsh, D.; Smeets, P.; Dymond, S.
  • Yes, personality matters: moving on to more important matters
    Barrick, M.R.; Mount, M.K.
  • The effect of internal marketing on customer orientation of employees: the case of selected star hotels in Addis Ababa
  • Relationship marketing
    Berry, L.L.; Berry, L.L.; Shostack, G.L.; Upah, G.D.
  • Multicultural policy in Canada: a social psychological analysis
    Berry, J.W.
  • Lnderstanding and managing multiculturalism
    Berry, J.W.
  • A framework for conducting a services marketing audit
    Berry, L.L.; Conant, J.S.; Parasuraman, A.
  • The impact of internal marketing to market orientation concept and their effects to bank performance
    Bouranta, N.; Mavridoglou, G.; Kyriazopoulos, P.
  • Some new thoughts on conceptualizing perceived service quality: a hierarchical approach
    Brady, M.; Cronin, J.
  • Building brand commitment: a behavioural approach to internal brand management
    Burmann, C.; Zeplin, S.
  • How critical is internal customer orientation to market orientation
    Conduit, J.; Mavondo, F.T.
  • A study of the effects of internal marketing on customer-oriented social and prosocial behaviors (case study: Hotels in Isfahan city)
    Dalvi, M.; Vahidi, M.
  • Impact of internal marketing, job satisfaction and organizational commitment on market orientation: an empirical study of Iran’s food organizations
    Fakharmanesh, S.; Barimemeshi, E.; Lajevardi, M.
  • Service firms: interdependence of external and internal marketing strategies
    Flipo, J.P.
  • INTSERVQUAL – an internal adaptation of the GAP model in a large service organisation
    Frost, F.; Kumar, M.
  • The effect of job satisfaction on customer orientation in Nigerian banking industry
    Gafar, O.Y.
  • The effects of internal marketing on customer orientation in Nigerian banking industry
    Gafar, O.Y.; Indasukati, T.; Chin, A.
  • Understanding prosocial behavior, sales performance, and turnover: a group-level analysis in a service context
    George, J.M.; Bettenhausen, K.
  • Internal-market orientation and its measurement
    Gounaris, S.P.
  • Examining the moderating role of organizational commitment in the relationship between shocks and workplace outcomes
    Groff, K.
  • Internal marketing an integral part of marketing theory
    Grönroos, C.; Donnelly, J.H.; George, W.R.
  • Innovative marketing strategies and organization structures for services firms, en lovelock (1991)
    Grönroos, C.
  • Using internal marketing to develop a new culture – the case of ericsson quality
    Gummesson, E.
  • The management of customer-contact service employees: an empirical investigation
    Hartline, M.D.; Ferrell, O.C.
  • Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees
    Hartline, M.D.; Maxham, J.G.I.I.; McKee, D.O.
  • Service provider job satisfaction and customer- oriented performance
    Hoffman, K.D.; Ingram, T.N.
  • Relationships among internal marketing, employee job satisfaction and international hotel performance: an empirical study
    Hwang, I.S.; Chi, D.J.
  • Marketing research, market orientation and customer relationship management: a framework and implications for service providers
    Javalgi, R.; Martin, C.; Young, R.
  • Market orientation: antecedents and consequences
    Jaworski, B.J.; Kohli, A.K.
  • Internal marketing builds service quality
    Joseph, W.B.
  • The impact of internal marketing efforts in distribution sercie operations
    Keller, S.B.; Lynch, D.E.; Ellinger, A.E.; Ozment, J.; Calantone, R.
  • Customer mind-set of employees throughout the organization
    Kennedy, K.N.; Lassk, F.G.; Goolsby, J.R.
  • Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance
    Kirca, A.; Jayachandran, S.; Bearden, W.
  • MARKOR: a measure of market orientation
    Kohli, A.; Jaworski, B.; Kumar, A.
  • Balancing internal and external market orientations
    Lings, I.
  • Internal marketing and supply chain management
    Lings, I.
  • Linking employees’ affective commitment and knowledge sharing for an increased customer orientation
    Lombardi, S.; Sassetti, S.; Cavaliere, V.
  • Enhancing learning by working
    McKee, W.A.
  • The generic job satisfaction scale: scale development and its correlates
    Macdonald, S.; MacIntyre, P.
  • Sea surface temperature estimates and alkenone C37:4 abundances in ODP site 145-882 and 177-1090
    Martínez‐García, A.; Rosell-Melé, A.; McClymont, E.L.; Gersonde, R.; Haug, G.H.
  • Commitment to organizations and occupations: extension and test of a three-component conceptualization
    Meyer, J.P.; Allen, N.J.; Smith, C.
  • A three component conceptualization of organization commitment
    Meyer, J.P.; Allen, N.J.
  • Internal marketing – a tool to harness employees’ power in service organizations in India
    Mishra, S.
  • The effect of a market orientation on business profitability
    Narver, J.C.; Slater, S.F.
  • Intranet portals: marketing and managing individuals’ acceptance and use
    Neill, W.D.; Richard, J.E.
  • Social impact measurement in social enterprises: an interdependence perspective
    Nguyen, L.; Szkudlarek, B.; Seymour, R.G.
  • Importance of organizational commitment, job motivation and front liners self efficacy towards the marketability of hotel industry in kuala lumpur Malaysia
    Noor, N.A.M.; Kasim, A.; Scarlat, C.; Muhamad, A.
  • The influence of internal marketing and job satisfaction on quality service delivery in a public health sector: a case study of a local government organization in Uganda
    Ong’unya, G.O.; Kowa, J.B.; Wakibi, A.; Ssenyange, K.
  • Building corporate branding through internal marketing: the case of the UK retail bank industry
    Papasolomou, I.; Vrontis, D.
  • Internal marketing, employee customer‐oriented behaviors, and customer behavioral responses. Psychology and management
    Park, J.H.; Tran, T.B.H.
  • Internal marketing – the missing half of the marketing programme
    Piercy, N.; Morgan, N.
  • Advances in the internal marketing concept: definition, synthesis and extension
    Rafiq, M.; Ahmed, P.
  • Internal marketing (IM) dimensions and organizational commitment (OC) of universal bank's employees
    Ramos, W.J.
  • Internal marketing in the travel agency industry in the Western Cape province
    Roberts-Lombard, M.; Steyn, T.F.J.
  • The relationship between internal marketing and employee job satisfaction: a study from retail shops in Bangladesh
    Sarker, M.A.; Ashrafi, D.M.
  • The SOCO scale: a measure of the customer orientation of salespeople
    Saxe, R.; Weitz, B.A.
  • Employee Attitudes and customer satisfaction: making theoretical and empirical connections
    Schmit, M.J.; Allscheid, S.P.
  • The relationship between organizational commitment and market orientation
    Sivaramakrishnan, S.; Zhang, D.; Delbaere, M.; Bruning, E.
  • Understanding changes in internaional busciness cycle dynamics
    Stok, J.H.; Watson, M.W.
  • Internal and external marketing: effects on consumer satisfaction in banks in Thailand
    Tansuhaj, P.; Wong, J.; McCullough, J.
  • Satisfaction with organizational vision, job satisfaction and service efforts an empirical investigation. Leadership and Organization
    Testa, M.R.
  • Internal marketing: a review and some InterDisciplinary research challenges
    Varey, R.
  • Relationship between job orientation and performance of sales people: a financial services industry perspective
    Varghese, J.; Edward, M.
  • Organizational identification as a determinant of customer orientation in service organizations
    Wieseke, J.; Ullrich, J.; Christ, O.; Dick, R.
  • Analyzing the relationships between internal marketing, job satisfaction, relationship marketing, customer orientation and organizational performance (case study: Maskan bank)
    Ahadmotlagi, I.; Amirian, S.; Keramat, A.
  • Effects of internal marketing on nurse job satisfaction and organizational commitment: example of medical centers in Southern Taiwan
    Chang, C.S.; Chang, H.H.
  • Research on the relationship between internal marketing and medical personnel’s turnover intention in the situation of a dangerous outbreak of iIllness like SARS. - a regional hospital for example
    Chen, C.K.; Lin, Y.H.; Ho, C.S.
  • The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece
    Iliopoulos, E.; Priporas, C.-V.
  • Effects of internal marketing on customer orientation behaviour of selected hotels’ employees in Nigeria
    Nebo, G.N.; Okechukwu, E.U.
  • The effects of internal marketing on customer orientation in Nigerian banking industry
    Olanrewaju Yusuf, G.; Indasukati, T.; Ai, C.
  • Internal marketing and the antecedents of nurse satisfaction and loyalty
    Peltier, J.W.; Pointer, L.; Schibrowsky, J.A.
  • The moderating effects of affective commitment on the relationship between personality traits and customer-oriented behavior
    Ping, L.L.; Ahmad, U.N.U.; Hee, O.C.
  • The scope of internal marketing: defining the boundary between marketing and human resource
    Rafiq, M.; Ahmed, P.K.
  • Empirical analysis of the constituent factors of internal marketing orientation at spanish hotels
    Robledo, J.; Luis Ruizalba; Arán, M.; Vallespín
  • Measuring the relationship between internal marketing and job satisfaction, motivation and customer orientation in utility (municipal) services. Source: 24th CROMAR congress
    Ruzic, E.; Benazic, D.
  • Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership
    Sujchaphong, N.; Nguyen, B.; Melewar, T.C.
  • Herzberg’s motivation-hygiene theory and job satisfaction in the Malaysia retail sector: the mediating effect of love of money
    Tan, T.; Hong, A.; Waheed
  • The influence of job satisfaction on customer focus in public higher education institutions in Nigeria
    Tasie, G.O.
  • Internal market orientation and its influence on the satisfaction of contact personnel
    Tortosa-Edo, V.; Sánchez-García, J.; Moliner, M.
  • Internal marketing: using marketing-like approaches to build business competencies and improve performance in large Malaysian corporations
    Saad, M.; Norizan, A.; Rafiq, M.