The Effect of Internal Marketing on Organizational Commitment: Job Involvement and Job Satisfaction as Mediators

Abstract

Purpose: After reviewing previous research, this study found that few school or educational studies have simultaneously explored both internal marketing and organizational commitment, and of those that have, only direct effects were examined. This study clarifies the relationship between school organization’s internal marketing and teachers’ organizational commitment by examining the mediating role of teachers’ job involvement and job satisfaction. Research Methods: The participants in the study were 275 elementary school teachers. This is an empirical study based on questionnaire surveys. A nested model and structural equation modeling (SEM) were used for analysis. Findings: The results show that internal marketing, job involvement, and job satisfaction all have a direct impact on organizational commitment. Moreover, job involvement and job satisfaction play partial mediating roles in the relationship between internal marketing and organizational commitment. Implications: Research implications are that we cannot neglect the effect of job involvement and job satisfaction in explaining the relationship between school organization’s internal marketing and teachers’ organizational commitment.