The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees

Muhammad Turki Alshurideh · Anas Y. Alhadeed · Barween Alkurdi

45 citations0/0 files storedInternational Journal of Marketing Studies

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Employee Performance and Management Job Satisfaction and Organizational Behavior Employee Performance and Motivation

Abstract

A tremendous shifting of businesses at the present time forced organizations to live in a dynamic, ambiguous, and changeable environment. Due to these challenges, organizations need to apply the new marketing orientation that enhance businesses; and improve their businesses permanently to keep their competitive excellence. One of the main important factors to consider is by attracting new customers and maintaining healthy long-term relationship with them. This cannot be accomplished without improving the organizational performance through-out applying the internal marketing concepts which can be translated as seeing its employees as its first market (Sincic & Vokic, 2007). This paper discusses and investigates the effect of a set of internal marketing elements such as employees' motivation, communication, empowerment, and training on organizational citizenship behavior. The quantitative data collection approach is used to collect the suitable data from a sample of 300 fulltime employees. Results have explored new routes in how organizations can create, maintain, and enhance organizations' citizen behavior. Which indicate, that there is a positive relationship between internal marketing dimensions; and organizational citizenship behavior in varying magnitude. Furthermore, the investigation showed that the dominant dimension of internal marketing is the motivation; then followed by the communication with stronger impact on organizational citizenship behavior, where the surprising results that the empowerment; and training and development don’t have that much effect. Also, hypotheses were tested, and more information regarding data analysis, results' discussion and study limitations were presented in more details.

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References

2002Building a practically useful theory of goal setting and task motivation: A 35-year odyssey.2000Organizational Citizenship Behaviors: A Critical Review of the Theoretical and Empirical Literature and Suggestions for Future Research 1988Organizational Citizenship Behavior: The Good Soldier Syndrome.1983Organizational citizenship behavior: Its nature and antecedents.2002Trust in leadership: Meta-analytic findings and implications for research and practice.1989Organizational Citizenship Behavior: The Good Soldier Syndrome 1993JUSTICE AS A MEDIATOR OF THE RELATIONSHIP BETWEEN METHODS OF MONITORING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR.1976One More Time: How Do You Motivate Employees?

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