The impact of internal marketing on employee attitudes and behaviours in local public sector organisations



Internal Marketing, Job Satisfaction, Organizational Commitment, Organizational Trust, Job Performance, Local Public Sector


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.

Author Biographies

  • Ana Paula Rodrigues, University of Trás-os-Montes and Alto Douro Centre for Transdisciplinary Development Studies

    PhD in Management, Professor

    Department of Economics, Sociology and Management
    Quinta de Prados, Vila Real, Portugal


  • Marta Barreira, City Council of Ribeira de Pena Praça do Município, 4870-152 Ribeira de Pena, Vila Real, Portugal
    Master in Management (UTAD, 2022)Higher Technician at City Council of Ribeira de Pena
  • Carlos Rui Madeira, University of Trás-os-Montes and Alto Douro

    PhD in Management, Professor

    Department of Economics, Sociology and Management
    Quinta de Prados, Vila Real, Portugal

  • Isabel Vieira, School of Technology and Management of Lamego, Polytechnic Institute of Viseu CIDEI - Center for Studies in Education and Innovation

    PhD in Management, Professor

    School of Technology and Management of Lamego

    Av. Visconde Guedes Teixeira, Lamego, Portugal


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Business/Management: Research Papers

How to Cite

Rodrigues, A. P., Barreira, M., Madeira, C. R., & Vieira, I. (2023). The impact of internal marketing on employee attitudes and behaviours in local public sector organisations. Tourism & Management Studies, 19(3), 41-57.

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