Perceived Influence of Internal Marketing on Employee Commitment in a Private University Context

The study utilized a cross-sectional survey research design with a 5-point Likert scales questionnaire and open ended questions to collect data from 150 academic and nonacademic employees on how 10 internal marketing (IM) variables influenced employee commitment and turnover intentions in a private university context. Three research questions were answered. Analysis of the data with independent samples t-test and one-way ANOVA indicated significant differences at p < .05 levels in the mean scores of the variables as rated by the respondents who were grouped by marital status, job category, and length of employment. Significant relationships were found in Pearson's correlation tests between three core IM variables and the affective and normative components; but the relationships with continuance commitment were found to vary from weak to moderately weak at the institution. Multiple regression analysis also indicated that jobs as internal products, internal place, and internal communication could significantly influence affective commitment levels; but continuance commitment was influenced only by incentives/rewards. Normative commitment was influenced by recognition of employees as internal customers and incentives/rewards variables. The main conclusion of the study was that additional emphasis was needed to boost employee continuance commitment levels in order to reduce turnover intentions.