The effect of internal marketing on organisational commitment among retail bank managers

Albert Caruana · Peter Calleya

236 citations0/0 files storedInternational Journal of Bank Marketing

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Employee Performance and Management Customer Service Quality and Loyalty Job Satisfaction and Organizational Behavior

Abstract

This paper examines internal processes associated with delivering customer satisfaction focusing particularly on the relationship between the nature and extent of internal marketing and its outcome in terms of the level of organisational commitment on the part of employees. The concepts of internal marketing and organisational commitment are discussed, suitable measures are identified and research is conducted among managers of a retail bank. The findings confirm a significant relationship between internal marketing and organisational commitment. The relationship of internal marketing is most significant with the affective dimension of organisational commitment. Limitations of the research are noted and directions for future research are indicated.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1979Review of Psychometric theory (2nd ed.).1991A three-component conceptualization of organizational commitment 1993Market Orientation: Antecedents and Consequences 2000Marketing management: analysis. planning. implementation and control 1984A Service Quality Model and its Marketing Implications 1990A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment.

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2000Advances in the internal marketing concept: definition, synthesis and extension 2009The Role of Leaders in Internal Marketing 2003Internal marketing and the mediating role of organisational competencies 2004The relative influence of organisational commitment and job satisfaction on service quality of customer‐contact employees in banking call centres 2007Linking rewards to commitment: an empirical investigation of four UK call centres

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