Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism
Internal marketing involves planning, implementing, and assessing strategies focused on the internal customer (employee), who, at the same time, looks to strengthen their organizational commitment. In this context, leaders and managers should focus on human capital through policies which encourage t...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2020-07-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244020945712 |
| _version_ | 1818385915633991680 |
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| author | Nelly Moreira Mero Amalia Hidalgo Fernández María Iliana Loor Alcívar Francisco González Santa Cruz |
| author_facet | Nelly Moreira Mero Amalia Hidalgo Fernández María Iliana Loor Alcívar Francisco González Santa Cruz |
| author_sort | Nelly Moreira Mero |
| collection | DOAJ |
| description | Internal marketing involves planning, implementing, and assessing strategies focused on the internal customer (employee), who, at the same time, looks to strengthen their organizational commitment. In this context, leaders and managers should focus on human capital through policies which encourage the motivation and satisfaction of employees, in a way that they feel committed to the institution which, at the same time, will help the achievement of organizational targets. Accordingly, the purpose of this research is to analyze internal marketing dimensions and their possible relationship with organizational commitment. To do so, fieldwork based on a research questionnaire has been developed, aimed at a very important area of the social economy: co-operativism in a developing country. A total of 2,499 surveys were distributed among employees, leaders, and managers of Ecuadorian cooperatives. To describe the possible mediating effect of the research variables, a hierarchical, multiple linear regression analysis was applied. The results reveal that the internal marketing dimensions present statistically significant correlations with the organizational commitment, with the internal communication dimension being its maximum relational exponent. It is also extracted from the study that sociodemographic and works position variables positively influence the relationship between both constructs, presenting higher relational levels when the employee is married, has higher studies and their work contract is temporary. |
| first_indexed | 2024-12-14T03:45:45Z |
| format | Article |
| id | doaj.art-f4e97bb8c23b47138089658a70c40837 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-12-14T03:45:45Z |
| publishDate | 2020-07-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-f4e97bb8c23b47138089658a70c408372022-12-21T23:18:22ZengSAGE PublishingSAGE Open2158-24402020-07-011010.1177/2158244020945712Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-OperativismNelly Moreira Mero0Amalia Hidalgo Fernández1María Iliana Loor Alcívar2Francisco González Santa Cruz3University Eloy Alfaro of Manabí, EcuadorUniversity of Córdoba, SpainUniversity Eloy Alfaro of Manabí, EcuadorUniversity of Córdoba, SpainInternal marketing involves planning, implementing, and assessing strategies focused on the internal customer (employee), who, at the same time, looks to strengthen their organizational commitment. In this context, leaders and managers should focus on human capital through policies which encourage the motivation and satisfaction of employees, in a way that they feel committed to the institution which, at the same time, will help the achievement of organizational targets. Accordingly, the purpose of this research is to analyze internal marketing dimensions and their possible relationship with organizational commitment. To do so, fieldwork based on a research questionnaire has been developed, aimed at a very important area of the social economy: co-operativism in a developing country. A total of 2,499 surveys were distributed among employees, leaders, and managers of Ecuadorian cooperatives. To describe the possible mediating effect of the research variables, a hierarchical, multiple linear regression analysis was applied. The results reveal that the internal marketing dimensions present statistically significant correlations with the organizational commitment, with the internal communication dimension being its maximum relational exponent. It is also extracted from the study that sociodemographic and works position variables positively influence the relationship between both constructs, presenting higher relational levels when the employee is married, has higher studies and their work contract is temporary.https://doi.org/10.1177/2158244020945712 |
| spellingShingle | Nelly Moreira Mero Amalia Hidalgo Fernández María Iliana Loor Alcívar Francisco González Santa Cruz Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism SAGE Open |
| title | Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism |
| title_full | Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism |
| title_fullStr | Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism |
| title_full_unstemmed | Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism |
| title_short | Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism |
| title_sort | influence of internal marketing dimensions on organizational commitment an empirical application in ecuadorian co operativism |
| url | https://doi.org/10.1177/2158244020945712 |
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