Modeling the mediating effects of job satisfaction and organizational commitment on the relationship between internal marketing and market orientation: A study among banks employees in the republic of Yemen / Waddah Ismail Thabet Ali

Thabet Ali, Waddah Ismail (2018) Modeling the mediating effects of job satisfaction and organizational commitment on the relationship between internal marketing and market orientation: A study among banks employees in the republic of Yemen / Waddah Ismail Thabet Ali. In: The Doctoral Research Abstracts. IGS Biannual Publication, 14 . Institute of Graduate Studies, UiTM, Shah Alam.

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Abstract

Empirical evidence and statistical data showed that the banking industry in Yemen suffers from weaknesses related to internal marketing, job satisfaction, organizational commitment and market orientation. Such evidence also highlighted a gap between theory and practice in the internal marketing literature - despite many studies done on the concept of internal marketing, focus has been primarily limited to internal marketing model with the three dimensions namely, visions, development and rewards. Added to this, scholars that used internal marketing concepts with five or eleven dimensions excluded the extra dimensions like empowerment and internal communications because of low factor loadings. Furthermore, a study has yet to combine job satisfaction and organizational commitment as multiple mediators of the relationship between internal marketing and market orientation. In this study, the underpinning theories employed are the social exchange theory and the equity theory and they constituted the theoretical background of this study. This study aimed to validate and propose measurement models, validate and propose a full structural model of internal marketing influence in the market orientation, and estimate the influence of job satisfaction and organizational commitment as mediating factors. This study employed correlational survey as the study method, where a total of 407 cases were used…

Item Type: Book Section
Creators:
CreatorsEmail
Thabet Ali, Waddah IsmailUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Personnel management. Employment management
Divisions: Institut Pengajian Siswazah (IPSis) : Institute of Graduate Studies (IGS)
Series Name: IGS Biannual Publication
Volume: 14
Item ID: 22261
Uncontrolled Keywords: Abstract; Abstract of thesis; Newsletter; Research information; Doctoral graduates; IPSis; IGS; UiTM;
Last Modified: 17 Jan 2019 06:57
Depositing User: Staf Pendigitalan 7
URI: http://ir.uitm.edu.my/id/eprint/22261

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