MEDIATING ROLE OF ORGANIZATIONAL COMMITMENT ON THE RELATIONSHIP BETWEEN INTERNAL MARKETING AND MARKETING PERFORMANCE

Simple item page
dc.contributor.authorBrahmana, Sunardi Sembiring
dc.contributor.authorChristina, Veronica
dc.date.accessioned2021-02-10T06:25:08Z
dc.date.available2021-02-10T06:25:08Z
dc.date.issued2020
dc.description.abstractThe success of an organization in the face of competition lies in its ability to satisfy consumer needs in a way that is better than competitors. Organizations are required to be market oriented. To be market oriented, most organizations focus on how to boost and empowered their external marketing capabilities. However, some studies revealed that an organization’s external marketing capabilities depends on its internal marketing (IM) capabilities. Internal marketing capabilities related to the extent to which the organization can market itself to all individuals in the organization. This study is intended to examine whether organizational commitment mediates the relationship between IM and marketing performance of the Widyatama University (UTama), as seen from the perceptions of the lecturers. Data were obtained from 122 returned and processed questionnaires. This study found that: two dimensions of IM (vision and rewards) have positively and significantly effect marketing performance; two IM dimensions (development and rewards) have positively and significantly effect organizational commitment; one dimension of organizational commitment (affective commitment) has positively and significantly effect marketing performance; and finally, affective commitment was found to be partially mediated the relationship between vision and marketing performance.en_US
dc.identifier.issn1475-7192
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12319
dc.language.isoenen_US
dc.publisherInternational Journal of Psychosocial Rehabilitation, Vol.24, Issue 02en_US
dc.subjectKeywords: internal marketing, organizational commitment, marketing performanceen_US
dc.titleMEDIATING ROLE OF ORGANIZATIONAL COMMITMENT ON THE RELATIONSHIP BETWEEN INTERNAL MARKETING AND MARKETING PERFORMANCEen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Sunardi Sembiring Brahmana - Mediating Role of Organizational Commitment on the Relationship Between Internal Marketing and Marketing Performance.pdf
Size:
490.15 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
International Journal