The Effect of Internal Marketing Elements on Organizational Commitment of Health Workers (A Case of Ethiopia)

Abstract

Internal marketing has been taken as a tool that can positively influence organizational commitment of employees to consistently deliver quality service. However, not much is known about the effect of internal marketing on employee commitment in health care institutions especially in Ethiopian context. This study, therefore, attempts to examine the effect of internal marketing on organizational commitment in the case of health care institutions in Sidama Zone. A structured questionnaire was used to collect data. Respondents were selected using simple random sampling technique and data analyzed mainly using correlation and regression. The study established three dimensions of internal marketing comprising, vision, staff development, and reward. Together, these internal marketing dimensions had 15 items which predicted almost 73% of the variance in employee commitment. Keywords : Internal marketing, organizational commitment health workers JEL Classification: M10 - General DOI : 10.7176/JMCR/61-02 Publication date :October 31 st 2019