The effect of internal marketing on organizational commitment: An empirical study in banking sector in yemen; [Wpływ marketingu wewnętrznego na zobowiązania organizacyjne: Empiryczne studium w sektorze bankowym jemenu]

• Published in: Polish Journal of Management Studies
• Main Author: Ismail W.; Sheriff N.M.
• Format: Article
• Language: English
• Published: Czestochowa University of Technology 2017
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85021983095&doi=10.17512%2fpjms.2017.15.1.09&partnerID=40&md5=6bc3afe1878900547c358e219f75c501

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. © 2017, Czestochowa University of Technology. All rights reserved.