The role of internal marketing in employee job satisfaction, affective commitment and turnover intention in Morocco

Abstract

Purpose – The current study investigated the effect of internal marketing practices, specifically the training and rewards system, on job satisfaction, affective commitment and employee turnover intention. Design/methodology/approach – Structural equation modeling analysis was conducted on a sample of 288 responses from employees working in different organizations and diverse industries in Morocco. Findings – The findings revealed that internal marketing positively affected employee job satisfaction and affective commitment and negatively affected employee turnover intention. Practical implications – The current investigation extends our understanding of the effects of internal marketing practices, especially training and rewards, on an emerging country context and contributes to the organizational behavior and management field. The results may be of interest to organizations and managers who should consider the importance of internal marketing in enhancing job satisfaction, affective commitment and decreasing employee turnover intention. Originality/value – The current study is the first of its kind to investigate the impact of internal marketing practices on job satisfaction, affective commitment and employee turnover intention in Morocco.

Keywords

• Internal marketing
• Job satisfaction
• Affective commitment
• Turnover intention
• Morocco