The impact of internal marketing on employee attitudes and behaviours in local public sector organisations
Main Article Content
Issue section:
Research
Keywords:
Internal Marketing, Job Satisfaction, Organizational Commitment, Organizational Trust, Job Performance, Local Public Sector
Abstract
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.
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Jul 31, 2023
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Business/Management: Research Papers
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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 PenaCarlos 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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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
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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.
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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
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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.
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How to Cite
The impact of internal marketing on employee attitudes and behaviours in local public sector organisations. (2023). Industrial and Systems Engineering , 19(3), 41-57. https://www.ojs3x.com/index.php/ectms/article/view/1835
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