The impact of internal marketing on employee attitudes and behaviours in local public sector organisations
DOI:
https://doi.org/10.18089/tms.2023.190303Keywords:
Internal Marketing, Job Satisfaction, Organizational Commitment, Organizational Trust, Job Performance, Local Public SectorAbstract
The purpose of this paper is to extend the knowledge on the relationships between internal marketing (IM), job satisfaction, organisational commitment, organisational trust, and job performance, by proposing and testing a model describing the impact of IM on these employees’ attitudes and behaviours. The data collection was carried out using a questionnaire applied to employees of the Portuguese local public sector (namely the five Municipalities of Alto Tâmega region). A total of 565 valid questionnaires were obtained and treated using structural equation modelling. The results show that IM positively and directly influences job satisfaction, organisational commitment, and organisational trust, but do not directly influence job performance. Job performance is influenced by organisational commitment and organisational trust, but not by job satisfaction. However, the indirect effect of job satisfaction on job performance, mediated by organisational commitment and trust, is significant. In turn, job satisfaction directly influences organisational commitment, which, in turn, has a direct impact on organisational trust. To the best of the authors’ knowledge, this is the first time that a study of the relationship between IM and organisational trust has been conducted in the Portuguese local public sector context. Hopefully, the results obtained will significantly contribute to the development of the investigation of the effects of IM on this sector and to future research studies on internal marketing and public management.
References
Abdelazimahmed, T., Kassemo, A., Alajloni, A., Alomran, A., Ragab, A., & Shaker, E. (2022). Effect of internal corporate social responsibility activities on tourism and hospitality employees’ normative commitment during COVID-19. Tourism & Management Studies, 18(3), 21-35. https://doi.org/10.18089/tms.2022.180302
Abidin, H.A. & Roslin R.M. (2019). The mediating effect of employee delight on the relationship between internal marketing and employee performance. International Journal of Business and Society, 20(3), 908–923. https://doi.org/10.1177/0972150920915315
Agarwal, P. & Sajid, S.M. (2017). A study of job satisfaction, organizational commitment and turnover intention among public and private sector employees. Journal of Management Research, 17(3), 123 –136. https://doi.org/10.1177/097226291201600103
Ahmed, P.K. & Rafiq, M. (2002). Internal Marketing: Tools and Concepts for Customer Focused Management. Butterworth-Heinemann: Woburn.
Ahmed, P.K. & Rafiq, M. (2003). Internal marketing issues and challenges. European Journal of Marketing, 37(9), 1177-1186. https://doi.org/10.1108/03090560310498813
Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1–18. https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
Azêdo, D.F. & Alves, M.H. (2013). Práticas de marketing interno nas organizações de saúde e a sua influência na motivação dos colaboradores (Internal marketing practices in healthcare organisations and their influence on employee motivation). Revista Portuguesa de Saúde Pública, 31(2), 181-192. https://doi.org/10.1016/j.rpsp.2013.05.003
Blau, P. M. (1964). Exchange and Power in Social Life. Wiley.
Breitsohl, H. & Ruhle, S. (2013). Residual affective commitment to organizations: Concept, causes, and consequences. Human Resource Management Review, 23, 161-173. https://doi.org/10.1016/j.hrmr.2012.07.008
Brown, J.R., Crosno, J.L. & Tong, P.Y (2019). Is the theory of trust and commitment in marketing relationships incomplete?. Industrial Marketing Management, 77, 155-169. https://doi.org/10.1016/j.indmarman.2018.10.005
Cappelli, P. & Tavis, A. (2016). The Performances Management Revolution. Harvard Business Review, 1, 58–67.
Cheng, C-F (2020). Revisiting Internal Marketing for the Determinants of Job (Dis)Satisfaction by Using Asymmetric Approach. Sustainability, 12, 3781. https://doi.org/10.3390/su12093781
Chiu, W., Won, D. & Bae, J.-s. (2020). Internal marketing, organizational commitment, and job performance in sport and leisure services. Sport, Business and Management, 10(2), 105-123. https://doi.org/10.1108/SBM-09-2018-0066
Cropanzano, R., Anthony, E.L., Daniels, S.R., & Hall, A.V. (2017). Social exchange theory: A critical review with theoretical remedies. Academy of Management Annals, 11(1), 479–516. https://doi.org/10.5465/annals.2015.0099
Cumming, L. L., & Bromiley, P. (1996). The organisation trust inventory: Development and validation. In: R. Kramer & T. R. Tyler Trust (Eds.), Organisations (pp.302-330), Sage.
Dirks, K. T. & Ferrin, D. L. (2001). The Role of Trust in Organizational Settings. Organization Science, 12(4), 450-467. https://doi.org/10.1287/orsc.12.4.450.10640
Doney, P.M., & Cannon, J.P. (1997). An examination of the nature of trust in Buyer-Seller relationships. Journal of Marketing, 61, 35-51. https://doi.org/10.1177/002224299706100203
Dunne, P.A. & Barnes, J.G. (2000). Internal marketing: a relationships and value-creation view. in R.J. Varey & B.R. Lewis (Ed.), Internal Marketing – Directions for Management (pp. 192-220), Routledge, Taylor & Francis Group.
Ennen, N.L., Stark, E., & Lassiter, A. (2015). The importance of trust for satisfaction, motivation, and academic performance in student learning groups. Social Psychology of Education, 18(3), 615-633. https://doi.org/10.1007/s11218-015-9306-x
Fangue, L., Douanla, J. & Simo, S. (2020). Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon. International Journal of Business Marketing and Management, 5(5), 87-96. https://doi.org/10.9734/jemt/2020/v26i330234
Goffman, E. (1959). The presentation of self in everyday life. In Contemporary Sociological Theory. John Wiley & Sons, Ltd. Grönroos, C. (2001). The perceived service quality concept: A mistake. Managing Service Quality, 11(3), 150-152. https://doi.org/ 10.1108/09604520110393386
Gruman, J.A., & Saks, A.M. (2011). Performance management and employee engagement. Human Resource Management Review, 21(2), 123–136. https://doi.org/10.1016/j.hrmr.2010.09.004
Hackman, J. R., & Oldham, G. M. (1975). Development of the job diagnostic survey. Journal of Applied Psychology, 60(2), 159-170. https://doi.org/10.1037/h0076546
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis – International Edition (7ª Ed.). Pearson Education.
Hoppock, R. (1935). Job satisfaction. Harper & Brothers Publishers.
Hsieh, C. C., & Wang, D. S. (2016). Internal marketing influences work engagement through perceived organizational support and trust. In Academy of Management Proceedings, 1, 13010. https://doi.org/10.5465/ambpp.2016.13010abstract
Huang, Y.T. & Rundle-Thiele, S. (2014). The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese tourism employees. Tourism Management, 42, 196-206. https://doi.org/10.1016/j.tourman.2013.12.005
Iliopoulos, E. & Priporas, C.V. (2011). The effect of internal marketing on job satisfaction in health services: A pilot study in public hospitals in Northern Greece. BMC Health Services Research, 11, 261-269. https://doi.org/10.1186/1472-6963-11-261
Imani, S., Foroudi, P., Seyyedamiri, N., & Dehghani, N. (2020). Improving employees’ performance through internal marketing and organizational learning: Mediating role of organizational innovation in an emerging market. Cogent Business and Management, 7(1), 1–23. https://doi.org/10.1080/23311975.2020.1762963
Jou, J. Y. H., Chou, C. K., & Lu, F. L. (2008). Development of an instrument to measure internal marketing concept. Journal of Applied Management & Entrepreneurship, 13, 66-76.
Kaur, G., Sharma, R. D., & Seli, N. (2009). Internal market orientation in Indian banking: An empirical analysis. Managing Service Quality, 19(5), 595-627. https://doi.org/10.1108/09604520910984391
Kesen, M., Turan, P. M. & Kutay, N. (2017). The effects of internal marketing on organizational trust: a research in the hotel industry. Business & Management Studies: An International Journal, 5 (4), 23-38. https://doi.org/10.15295/bmij.v5i4.162.
Kim, S. (2005). Individual-Level factors and organisational performance in government organisations. Journal of Public Administration Research and Theory, 15(2), 245-261. https://doi.org/10.1093/jopart/mui013
King, S. (1991). Brand building in the 1990s. Journal of Marketing Management, 7(1), 3–14. https://doi.org/10.1108/07363769110035144
Kjeldsen, A.M. & Hansen, J.R. (2018). Sector differences in the public service motivation– job satisfaction relationship: exploring the role of organizational characteristics. Review of Public Personnel Administration, 38(1), 24–48. https://doi.org/10.1177/0734371X16631605 Kreitner, R. & Kinicki, A. (2004). Organizational behavior. McGraw- Hill Irwin.
Lee, Y., Kim, Y. S., Lee, K. H. & Li, D. (2012). The impact of CSR on relationship quality and relationship outcomes: a perspective of service employees. International of Hospitality Management, 31(3), 745-756. https://doi.org/10.1016/j.ijhm.2011.09.011
Leeflang, P. (2011). Paving the way for "distinguished marketing. International Journal of Research in Marketing, 28, 76-88. https://doi.org/10.1016/j.ijresmar.2011.02.004
Li, Y., Xiong, M., Chang, W-H & Li, L. (2021). How internal marketing drives employees’ internal relationship quality of service organizations between Mainland China and Taiwan: the moderating roles of internal relationship investment and leader-member exchange. Frontiers of Psychology, 12, 1-13. https://doi.org/10.3389/fpsyg.2021.794492
Locke, E. A. (1976). The Nature and Causes of Job Satisfaction. In M. Dunnet (Ed), Handbook of Industrial and Organizational Behaviour (pp. 1297-1349), Rand McNally.
Mainardes, E.W., Rodrigues, L.S. & Teixeira, A. (2019). Effects of internal marketing on job satisfaction in the banking sector. International Journal of Bank Marketing, 37(5), 1313-1333. https://doi.org/10.1108/IJBM-07-2018-0190
Malik, M., Samina, N., Naeem, B. & Danish, R. (2010). Job satisfaction and organizational commitment of university teachers in public sector of Pakistan. International Journal of Business and Management, 5(6), 17-26. 10.5539/ijbm.v5n6p17. Marôco, J. (2010). Análise de Equações Estruturais – Fundamentos teóricos, software e aplicações (Structural Equation Analysis - Theoretical foundations, software and applications). Pêro Pinheiro: Report Number.
Mathieu, C., Neumann, C., Hare, R. & Babiak, P. (2014). A dark side of leadership: Corporate psychopathy and its influence on employee well–being and job satisfaction. Personality and Individual Differences, 59, 83-88. https://doi.org/10.1016/j.paid.2013.11.010 Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust for management: A field quasi-experiment. Journal of Applied Psychology, 84(1), 123-136. https://doi.org/10.1037/0021-9010.84.1.123
Mero, N.M., Fernández, A.H., Alcívar, M.I.L. & Cruz, F.G.S. (2020). Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism. SAGE Open, July-September, 1-10.
Meyer, J. P. & Allen, N. J. (1997). Commitment in the workplace theory, research and application. Sage Publications. Meyer, J.P. & Allen, N.J.A (1991). Three-component conceptualization of organisational commitment. Human Resource Management Review, 1, 61-89. https://doi.org/10.1016/1053-4822(91)90011-Z Moreira, P., & Lopes, A. (2005). Constituição e funcionamento de redes inter-organizacionais: Uma perspectiva diacrónica. Doctoral thesis, ISCTE, Lisbon, Portugal.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Moura, J. E., Estender, A. C., & Barbosa, L. (2015). Práticas de gestão de pessoas com ênfase em motivação. Revista de Administração do UNISAL, 36-51.
Mowday, R. T., Steers, R. M. & Porter, L. W. (1979). The measurement of organizational commitment. Journal of Vocational Behavior, 14(2), 224-247. https://doi.org/10.1016/0001-8791(79)90072-1
Nicholls, J.A.F., Gilbert, G.R. & Roslow, S. (1998). Parsimonious measurement of customer satisfaction with personal service and the service setting. Journal of Consumer Marketing, 15, 239-253. https://doi.org/10.1108/07363769810219116
Ohemeng, F.L., Darko, T.O., & Amoako-Asiedu, E. (2019). Bureaucratic leadership, trust building, and employee engagement in the public sector in Ghana. International Journal of Public Leadership. 16, 17-40. https://doi.org/10.1108/IJPL-05-2019-0018
Órfão, C. (2010). O efeito do marketing interno no envolvimento e comprometimento organizacional e a influência destes na satisfação e desempenho individual: O caso do Banco Comercial Português SA. Masters dissertation, Faculdade de Economia, Universidade de Coimbra, Portyugal.
Porter, L. W., Steers, R. M., Mowday, R. T., & Boulian, P. V. (1974). Organisational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5), 603–609. https://doi.org/10.1037/h0037335
Qaisar, F.S. & Muhamad, N. (2021). Internal marketing: a review and future research agenda. Asia Pacific Business Review, 27(2), 267-300. https://doi.org/10.1080/13602381.2021.1858590
Qiu, J., Boukis, A. & Storey, C. (2021). Internal Marketing: A Systematic Review. Journal of Marketing Theory and Practice, 30(1), 53-61. https://doi.org/10.1080/10696679.2021.1886588
Rafiq, M. & Ahmed, P.K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. The Journal of Services Marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589
Rasool, I., Hassan, M. & Shahab, H. (2019). Optimizing the employee engagement through internal marketing. City Univeristy Research Journal, 09 (feb), 67-73.
Rego, A. (2001). Percepções de justiça – estudos de dimensionalização com professores do ensino superior. Psicologia: Teoria e Pesquisa, 17(2), 119-131. https://doi.org/10.1590/S0102-37722001000200004 Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust in close relationships. Journal of Personality and Social Psychology, 49(1), 95-112. https://doi.org/10.1037/0022-3514.49.1.95
Rodrigues, A., Queirós, A. & Pires, C. (2016). A influência do marketing interno nas atitudes e comportamentos dos colaboradores: Aplicação a uma organização de cuidados sociais e de saúde (The influence of internal marketing on employee attitudes and behaviour: Application to a health and social care organisation). Revista Portuguesa de Saúde Pública 34(3), 292-304. http://dx.doi.org/10.1016/j.rpsp.2016.08.001
Rodrigues, A.P. & Pinho, J.C. (2010). Market orientation, job satisfaction, commitment and organisational performance: the specific case of local public sector. Transforming Government: People, Process and Policy, 4(2), 172-192. http://dx.doi.org/10.1108/17506161011047398
Rodrigues, A.P. & Pinho, J.C. (2012). The impact of internal and external market orientation on performance in local public organisations. Marketing Intelligence and Planning, 30(3), 284 – 306. https://doi.org/10.1108/02634501211226276)
Rodrigues, A.P., Cordeiro, A.C., António, P., Pires, C. & Madeira, R. (2018). Employees’ perceptions of internal communication processes and communication satisfaction in a northern Portuguese higher education institution. International Journal of Marketing, Communication and New Media. 10(6), 52-77. Rotenberg, K. J. (2010). The conceptualization of interpersonal trust: A basis, domain, and target framework. In Rotenberg, K.J. (Ed.), Interpersonal trust during childhood and adolescence (pp.8-27). Cambridge University Press. https://doi.org/10.1017/CBO9780511750946.002
Ruži?, E., Paliaga, M. & Benazic, D. (2015). Measuring the relationship between internal marketing and job satisfaction, motivation and customer orientation in utility (municipal) services. Paper presented at 24th CROMAR Congress, available at https://www.efst.hr/cromar/Program.html
Safy-Godineau, F., Fall, A., & Carassus, D. (2021). The influence of perceived organizational support and organizational commitment on absenteeism in the local public sector. Gestion et Management Public, 9(2), 9-97.
Shekary, G., Moghadam, S., Adaryany, N. & Moghadam, I. (2012). The impact of internal marketing on organizational commitment in banking industry through structural equation modeling: Interdisciplinary. Journal of Contemporary Research in Business, 3(9), 18-28. https://doi.org/10.1177/2158244020945712
Simangunsong, F. and Rohmadin, S. (2018). Reviewing the possibility of applying marketing management in local public sector in Bandung regency Indonesia. International Journal of Management and Administration, 2(4), 96-118. https://doi.org/10.29064/ijma.459045
Singh, K., & Desa, Z. M. (2018). Organisational trust and job performance: a study of land and survey department. International Journal of Academic Research in Business and Social Sciences, 8(11), 1954–1961. https://doi.org/10.6007/IJARBSS/v8-i11/5559
Sohail, M. S. & Jang, J. (2017). Understanding the relationships among internal marketing practices, job satisfaction, service quality and customer satisfaction: an empirical investigation of Saudi Arabia’s service employees. International Journal of Tourism Sciences, 17(2), 67–85. https://doi.org/10.1080/15980634.2017.1294343
Sun, H., Bang, W. & Long Sun, L. (2020). The role of internal marketing in Korea’s public medical sector. Journal of Marketing Management, 8(2), 23-36. https://doi.org/10.15640/jmm.v8n2a3
Ta?tan, S.B. and Davoudi, S.M.M. (2020). Investigating the mediating role of job satisfaction on the relationship between internal marketing and job performance: a research within services industry. Middle East Journal of Management, 7(5), 492 – 517. https://doi.org/10.1504/MEJM.2020.109690
Thomas, B. & Rodrigues, A.P. (2020). Internal marketing and brand promise delivery of Indian public sector banks: a causal relationship analysis. Indian Journal of Marketing, 50(10/11), 40-56. https://doi.org/10.17010/ijom/2020/v50/i10-11/155841
Thompson, J. D. (1967). Organizations in Action. McGraw-Hill.
Unguren, E., & Arslan, S. (2021). The effect of role ambiguity and role conflict on job performance in the hotel industry: the mediating effect of job satisfaction. Tourism & Management Studies, 17(1), 45-58. https://doi.org/10.18089/tms.2021.170104
Vroom, V. H. (1964). Work and motivation. John Wiley & Sons.
Williams, L. J., & Anderson, S. E. (1991). Job satisfaction and organisational commitment as predictors of organisational citizenship and in-role behaviors. Journal of Management, 17(3), 601-617. https://doi.org/10.1177/014920639101700305
Zanini, MF (2007). Trust within Organizations of New Economy – A Cross-Industrial Study. Dissertation Universität Magdeburg, Wiesbaden: Germany.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Tourism & Management Studies
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The journal retains published articles’ copyrights, but they are simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND), which allows individuals’ to share the relevant papers as long as authorship and publication in this journal are duly acknowledged.
