The Influence of Perceived Internal Marketing on Employees’ Organizational Behaviors

Haiyan Kong, Naipeng Bu, Yue Yuan, Kangping Wang, Liyuan Kong, Jin Wang


This study seeks to examine the influence of perceived internal marketing on organizational commitment and job performance. Based on extensive literature review, theoretical framework was proposed, with internal marketing as determinant, organizational commitment the mediator, and job performance the outcome. Targeting Generation-Y employees, a total of 568 valid questionnaires were collected nationwide through online and offline survey. Structural equation modeling was used to analyze the data with AMOS software. The findings indicate that perceived internal marketing, contributed positively to organizational commitment and job performance. Apart from the direct effect on job performance, organizational commitment also mediated the relationship between perceived internal marketing and job performance. This study also examined the four dimensions of internal marketing and effects. This paper concludes with the discussion of theoretical and practical implications, as well as limitation and suggestions for future study.

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Journal of Management and Strategy
ISSN 1923-3965 (Print)   ISSN 1923-3973 (Online)


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