The influence of internal marketing dimensions on organizational commitment

Abstract

Internal marketing encompasses a set of carefully designed activities and strategies to attract, motivate, and foster employee loyalty. By treating employees as the organization's first customers, management seeks to cultivate positive attitudes, which, in turn, contribute to greater organizational commitment. This refers to employees' intentions to remain loyal and dedicated to the organization, its objectives, tasks, and their colleagues. In this context, it is valuable to explore how specific dimensions of internal marketing influence employees' organizational commitment, which is the main goal of this paper. To achieve this objective, research was conducted on a sample of 306 respondents in the Republic of Serbia. Through factor and regression analysis, it was found that the dimensions of internal marketing have a partially statistically significant and positive effect on organizational commitment. The significance of this study lies in addressing the research gap concerning the impact of specific internal marketing dimensions on organizational commitment, providing a foundation for future studies in this area.

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