Purpose – If employee of the industry is giving superior services to the customer, that customer will be progressively pleased so there is great importance if internal marketing. The purpose of this study is to examine the effect of internal marketing (Marketing mix approach) on affective commitment of employees in Islamic banks of Punjab, Pakistan.
Design/methodology/approach – A model was made to examine the factors affecting affective commitment and it was tested empirically using a sample of 543. All the respondents were branch managers of different Islamic banks. The questionnaire strategy was used for this research. SPSS was used to run regression.
Findings – The paper found "internal price", "internal promotion", "internal physical evidence", "internal people", "internal product" and "internal place" to be the most effective components of the internal marketing construct of the research model, making them key influencers of affective commitment.
Research limitations/implications – This study is confined to two things one is organizational commitment “Affective commitment” and other is internal marketing. The scope of this study is limited and it is case from the Islamic banks of Punjab, Pakistan.
Practical implications – The paper outlines ways to effectively use internal marketing (Marketing Mix Approach) for making employees committed to bank. A marketing manager or policy maker can follow these outlines for making policy for employees.
Ahmed, P., Rafiq, M., & Saad, N. (2003). Internal marketing and the mediating role of organizational competencies. European Journal of Marketing , 37 (9), 1221-41.
Allen, N., & Meyer, J. (1990). ‘The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization’,. Journal of Occupational Psychology , 1, 63.
Awwad, M., & Agti, D. (2011). The impact of internal marketing on commercial banks’ market orientation. International Journal of Bank Marketing , 29 (4), 308-332.
Ballantyne, D. (2003). A relationship-mediated theory of internal marketing. European Journal of Marketing , 37 (9), 1242-60.
Bansal, H. S., Mendelson, M. B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management , 6 (1), 61-76.
Barney, J. (1986). Organizational culture: can it be a source of sustained competitive advantage?. Academy of Management Review , 11 (3), 656-665.
Bruin, R. D. (2014). The influence of internal marketing on internal customers within retail banking. Doctoral dissertation.
Burin, C. (2011). The perceived influence of the elements of internal marketing on the brand image of staffing agencies in South Africa. University of Johannesburg., Department of Business Management,. Master’s dissertation.
Czaplewski, A., Ferguson, J., & Milliman, J. (2001). Southwest airlines: How internal marketing pilots success. Marketing Management, , 10 (3), 14-17.
Davis, T. (2001). Integrating internal marketing with participative management. Management Decision, , 39 (2), 121-131.
Drake, S. M., Gulman, M. J., & Roberts, S. (2005). Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers. Chicago, IL.: Dearborn Trade.
Dunham, R. B., Grube, J. A., & Castaneda, M. B. (1994). Organizational commitment: The utility of an integrative definition. Journal of Applied psychology , 79 (3), 370.
Dunmore, M. (2002). Inside-out Marketing: How to Create an Internal Marketing Strategy. London: Kogan Page.
Farzad, A. (2007). The Effect of Internal Marketing on Organizational Commitment of Employees. Master Thesis, Lulea University of Technology, Department of Business Administration and Social Sciences.
Farzad, A., Nahavandi, N., & Caruana, A. (2008). The effect of internal marketing on organizational commitment in Iranian banks. American journal of applied sciences , 5 (11), 1480-1486.
Feinstein, A. (2002). A Study Of Relationships Between Job Satisfaction And Organizational Commitment Among Restaurant Employees. William F. Harrah College Of Hotel Administration University Of Nevada,, Las Vegas.
Flipo, J. P. (1986). Service firms: interdependence of external and internal marketing strategies. European journal of Marketing , 20 (8), 5-14.
George, W. (1990). “Internal marketing and organizational behavior: a partnership in developing customer-conscious employees at every level”,. Journal of Business Research, , 20 (1), 63-70.
George, W. (1990). Internal marketing and organizational behavior: a partnership in developing customer-conscious employees at every level. Journal of Business Research , 10, 63-70.
Gilmore, A. (2003). Services, Marketing and Management. London: Sage,.
Gremler, D., Bitner, M. J., & Evans, K. R. (1994). The internal service encounter. International Journal of Service Industry Management , 5 (2), 34–56.
Gremler, W. E., Bitner, M. J., & Evans, ,. K. (1994). The internal service encounter. International Journal of Service Industry Management , 5 (2), 34-56.
Grönroos, C. (1981). Internal marketing- An integral part of marketing theory.
Grönross, C. (1981). “Internal marketing an integral part of marketing theory”,in Donnelly,J.H. Jr. and George, W. R. (Eds),. Marketing of Services, Proceedings of the American Marketing Association.
Hackett, R. D., Bycio, P., & Hausadorf, P. (1994). Further Assessment Of Meyer And Allen's 1991 Three Components Model Of Organizational Commitment. Journal of App
In-Text Citation: (Abbas, Afshan, Haq, & Aslam, 2018)
To Cite this Article: Abbas, A., Afshan, G., Haq, T. & Aslam, I. (2018). The Effect of Internal Marketing on Affective Commitment: A Marketing Mix Approach for the Islamic Bank Employees. International Journal of Academic Research in Business and Social Sciences, 8(1), 75–86.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
