HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

Abstract

In this study the mediating role of job satisfaction over the impacts of organizations’ internal marketing acitivities on employees’ organizational commitment is examined. The sample of the study consists of 356 employees from several sectors. Mediation tests were carried out with traditional and modern methods to the data obtained through electronic survey method from these employees. Both analysis methods showed that job satisfaction has a partial mediating role in the relationship of internal marketing and employees' organizational commitment. Depending on these findings, it is suggested that organizations’ internal marketing activities are important for increasing organizational commitment of employees. However, this effect can be increased with developing job satisfaction through internal marketing acitivities