The Effect of Internal Marketing on Organizational Citizenship Behavior of Academic Staff in Higher Educational Institutions

Suleyman M Yildiz

doi:10.13189/ujer.2016.040523

Abstract

Due to their important roles in organizational performance, internal marketing and organizational citizenship behavior have become more interesting subjects among researchers and practitioners. However, empirical research is limited in the literature, and the relationship between these two variables in higher educational institutions is not clear. Hence, the purpose of this study was to examine the effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. The data for the study was collected from academic staff who worked in the faculty of sport sciences in Turkey. The findings showed a statistically significant positive effect of internal marketing on organizational citizenship behavior. As a result, this study revealed that internal marketing is an effective tool for organizational citizenship behavior of academic staff.

Highlights

Today, intense competition is forcing service-providing organizations to more internal customer orientations
Internal marketing (IM) and organizational citizenship behavior (OCB) are considered in the phenomena that are influential in higher educational institutions
The researches investigating the relationship between these two phenomena are quite limited in the higher education context

Summary

Introduction

Intense competition is forcing service-providing organizations to more internal customer orientations. Internal customer orientation phenomenon is a phenomenon contributing to an organization for achieving service quality and external customer satisfaction [11]. Internal customer refers to an organization’s employees while external customer refers to the other organizations and people getting services from that organization [16]. Effective management practices and high performance of the employees are quite strategic in terms of providing a sustainable competitive advantage [32]. Recently, researchers and practitioners have started to consider more the phenomena that are effective on both organizations and the employees’ performances. Internal marketing (IM) and organizational citizenship behavior (OCB) are considered in the phenomena that are influential in higher educational institutions

Objectives

Methods

Results

Conclusion