The purpose of this article is to test the effects of internal marketing on job satisfaction andorganizational commitment. Specifically, the aim of this research is to examine the effects of internal marketing on lecturers’ satisfaction and commitment.This article is organized as follows. First, the research questions are presented. Next, justifications for the research are provided. Then, the theoretical framework and hypothesesare presented. Research method is provided in the next section. This article concludes with adiscussion of results, limitations of the study, and directions for future research.
Three research questions are considered in this study.1. Does internal marketing positively impact on lecturers’ job satisfaction?2. Does internal marketing positively impact on lecturers’ commitment toward theirorganization?3. Does lecturers’ job satisfaction positively impact on organizational commitment?
Justifications for the Research
This research can be justified on these there grounds as follows: (1) the importance of internalmarketing, job satisfaction, and organizational commitment, (2) the interdisciplinary approachto assess the relationship between internal marketing, job satisfaction, and organizationalcommitment, and (3) limited research of internal marketing in a university setting.
The importance of internal marketing, job satisfaction, and organizational commitment.
Successful marketing can be achieved if the firm is involved in external and internalmarketing (Caruana and Calleya 1998). External marketing is marketing directed at peopleoutside the company, whereas internal marketing is the task of hiring, training, and motivatingable employees who want to serve customers (Kotler 2003).Internal marketing is important for organization. This is because the concept of internalmarketing connected with other concepts such as job satisfaction and organizationalcommitment. Specifically, internal marketing has positive impact on employee jobsatisfaction (Hwang and Chi 2005). Internal marketing has also positive impact onorganizational commitment (Caruana and Calleya 1998).It can be stated that researching and understanding the relationship between internalmarketing, job satisfaction, and organizational commitment would support institutions of higher education. The institution can better understand factors that influence their employees’commitment. These understanding would support their lecturers.
The interdisciplinary approach to assess the relationship between internal marketing, jobsatisfaction, and organizational commitment
. This research applies an interdisciplinaryapproach to examine the relationship between internal marketing, job satisfaction, and2