A RESEARCH ABOUT EFFECTS OF INTERNAL MARKETING ON ORGANIZATIONAL CYNICISM AND ORGANIZATIONAL COMMITMENT

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The nature and quality of human resources at the service businesses may improve performance of businesses. Therefore, marketing approaches improving employee’s abilities and attitudes towards firms such as internal marketing are becoming much more important. This study aims to analyze the effects of internal marketing activities on organizational commitment and cynicism consisting of three dimensions named as; affective, behavioral and cognitive factors. In order to attain this aim, the data were provided by three separate scales of the questionnaire. The sample gathering from 324 private hospital employees was analyzed by applying correlation, factor and regression analysis. According to the findings, there are negative correlations between internal marketing and affective, behavioral and cognitive dimensions of organizational cynicism, and a positive correlation with organizational commitment. Hence, it can be concluded that internal marketing implementations have positive impact on employee’ attitudes especially in service businesses like hospitals.

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Internal Marketing , Organizational Cynicism , Organizational Commitment.

dokuz eylul university the journal of graduate school of social sciences

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dokuz eylul university the journal of graduate school of social sciences