Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly

Abstract

The provision of institutional care, particularly for the elderly, assumes dedication and commitment of the employees. Hence, identifying the prevailing level of organizational commitment (OC) and precisely which internal marketing (IM) techniques may be deployed to shape this performance is of inherent importance. The objective of this research project is, correspondingly, to ascertain the extent to which IM influences the OC of employees at three elderly care support institutions. To study this influence, we selected a sample of 188 individuals, all employees at the three institutions who agreed to participate in the study by answering a questionnaire. As regards IM, quality of work, ascending communication, and valuing and sharing information are the most commonly adopted practices at institutions. In terms of OC related dimensions, we found the affective and the instrumental to be the predominant types of commitment. Our findings support a moderately positive correlation between the IM and OC variables. This study enables an evaluation of respective institutions, informing them of the changes that are both feasible and necessary to the provision of quality care services and, consequently, a higher level of employee commitment and performance.

Keywords

• internal marketing
• organizational commitment
• elderly support institutions
• motivations