THE EFFECT OF INTERNAL MARKETING PRACTICES ON ORGANIZATIONAL COMMITMENT: A RESEARCH

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Banking activities are shaped around customer satisfaction and include human relations intensively. In order for the banking activities, which are a service marketing, to be carried out successfully, employees need to do their jobs with pleasure and willingly. However, this is only possible with employees who have a high level of loyalty to the organization they work for. Because, in general, high performance and thus high productivity are observed in employees with high level of commitment to the organization.As a result of the high performance and efficiency, the employees whose satisfaction with the organization increased, are also happy. On the other hand, reluctant attitudes and behaviors are observed in employees with low levels of organizational commitment in performing the job and providing service, and as a result, they are unhappy.In this study; The effect of internal marketing activities in the banking sector on the organizational commitment levels of the employees is examined. The direction and degree of this impact is determined and it is aimed for the banks to use them positively for the purposes of the institution. In this context; A survey was conducted for 215 employees working in 40 branches of a commercial bank in Antalya.According to the results of the research: Internal marketing was found to have a significant effect on organizational commitment. In particular, it has a high impact on emotional commitment. Internal marketing activities vary according to the gender and working years of the employees.

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Internal Marketing , Organizational Commitment , Emotional Commitment , Normative Commitment , Compulsory Commitment

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi