How can internal marketing practices help achieve organizational success?
Abstract Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Fundação Getúlio Vargas
2023-09-01
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| Series: | Revista de Administração Pública |
| Subjects: | |
| Online Access: | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-76122023000400504&lng=en&tlng=en |
| _version_ | 1797681705388081152 |
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| author | Mafalda Maria Pinto Farrim Fernandes Santiago Arnaldo Coelho Cristela Maia Bairrada |
| author_facet | Mafalda Maria Pinto Farrim Fernandes Santiago Arnaldo Coelho Cristela Maia Bairrada |
| author_sort | Mafalda Maria Pinto Farrim Fernandes Santiago |
| collection | DOAJ |
| description | Abstract Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identifying their impact on workers’ proactive behavior and life satisfaction while observing the effects of affective commitment and job satisfaction. The study collected 428 valid questionnaires from Portuguese workers (218 in the private sector and 210 in the public sector) and applied structural equation modeling to test the hypotheses. The results showed how adopting an internal marketing perspective can contribute to successful organizational and human resource management. It was observed that internal marketing practices lead to affective commitment and job satisfaction in both the private and public sectors, although more pronounced in the private sector. Also, the findings pointed out that the workers’ affective commitment leads to adopting proactive behavior and life satisfaction only in the public sector and that job satisfaction leads to proactive behavior and life satisfaction for workers of both the private and public sector. This study contributes to increasing understanding of internal marketing, its applicability, and its importance for workers and organizations. Additionally, comparing the private and public sectors helps understand and show how this practice matches the workers’ expectations. |
| first_indexed | 2024-03-11T23:48:55Z |
| format | Article |
| id | doaj.art-20b4eadf4963453aade992072da64278 |
| institution | Directory Open Access Journal |
| issn | 0034-7612 |
| language | English |
| last_indexed | 2024-03-11T23:48:55Z |
| publishDate | 2023-09-01 |
| publisher | Fundação Getúlio Vargas |
| record_format | Article |
| series | Revista de Administração Pública |
| spelling | doaj.art-20b4eadf4963453aade992072da642782023-09-19T07:44:58ZengFundação Getúlio VargasRevista de Administração Pública0034-76122023-09-0157410.1590/0034-761220220364xHow can internal marketing practices help achieve organizational success?Mafalda Maria Pinto Farrim Fernandes Santiagohttps://orcid.org/0000-0002-2038-0819Arnaldo Coelhohttps://orcid.org/0000-0003-4345-1349Cristela Maia Bairradahttps://orcid.org/0000-0003-1750-7177Abstract Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identifying their impact on workers’ proactive behavior and life satisfaction while observing the effects of affective commitment and job satisfaction. The study collected 428 valid questionnaires from Portuguese workers (218 in the private sector and 210 in the public sector) and applied structural equation modeling to test the hypotheses. The results showed how adopting an internal marketing perspective can contribute to successful organizational and human resource management. It was observed that internal marketing practices lead to affective commitment and job satisfaction in both the private and public sectors, although more pronounced in the private sector. Also, the findings pointed out that the workers’ affective commitment leads to adopting proactive behavior and life satisfaction only in the public sector and that job satisfaction leads to proactive behavior and life satisfaction for workers of both the private and public sector. This study contributes to increasing understanding of internal marketing, its applicability, and its importance for workers and organizations. Additionally, comparing the private and public sectors helps understand and show how this practice matches the workers’ expectations.http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-76122023000400504&lng=en&tlng=eninternal marketing practicesaffective commitmentjob satisfactionproactive behaviorlife satisfactionprivate and public national sectors |
| spellingShingle | Mafalda Maria Pinto Farrim Fernandes Santiago Arnaldo Coelho Cristela Maia Bairrada How can internal marketing practices help achieve organizational success? Revista de Administração Pública internal marketing practices affective commitment job satisfaction proactive behavior life satisfaction private and public national sectors |
| title | How can internal marketing practices help achieve organizational success? |
| title_full | How can internal marketing practices help achieve organizational success? |
| title_fullStr | How can internal marketing practices help achieve organizational success? |
| title_full_unstemmed | How can internal marketing practices help achieve organizational success? |
| title_short | How can internal marketing practices help achieve organizational success? |
| title_sort | how can internal marketing practices help achieve organizational success |
| topic | internal marketing practices affective commitment job satisfaction proactive behavior life satisfaction private and public national sectors |
| url | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-76122023000400504&lng=en&tlng=en |
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