Study On The Relationships Of NPO’s Internal Marketing, Organization Commitment, And Employee Satisfaction

Non-Profit Organization(NPO) is an organization which not aims to pursue profits, but to provide public goods and service. It can make up for government and market failure. In China, NPO is active in the science, education, culture, health and other fields, playing an irreplaceable role in meeting public demand, providing public services, safeguarding social stability and so on.For now, there is a trend that most of NPOs have been sustainable developed and expanded in size, but the expansion will also brings pressures to NPOs such as employees’ demands. As is known, any development of an organization would depend on excellent talents, if any NPO wants to attract and retain them, the implementation of internal marketing must be considered. Internal Marketing takes employees as internal customers, through the recruitment, training, organizational culture,motivation, communication and other measures to meet the various needs of employees, which core content is the employee’s satisfaction. Internal Marketing can stimulate the staff’s potential to create better benefit for organization. Therefore,research on the internal marketing of Non-Profit Organization is of great significance.In this thesis, I choose four Non-Profit Organizations in Lanzhou city as analysis subjects. I adopt the combination of qualitative and quantitative research methods,through in-depth interviews and questionnaire survey to collect data, and using the coding technology of grounded theory revision to complete the internal marketing scale of NPOs, which tested reliability and validity by confirmatory factor analysis(CFA). This research constructs the model about the relationship between internal marketing, organizational commitment and employee satisfaction of NPO, and verified it by using the structural equation model. This thesis some conclusions are presented as follows by using statistical software SPSS22.0 and AMOS22.0 to process and analysis data.(1) The internal marketing of NPO can be measured from five dimensions,namely: organizational culture, training, recruitment, communication and motivation.(2) In the case of NPO, organizational commitment includes two aspects of content: “affective commitment” and “continuous commitment”.However the“commitment commitment” may not be suitable for NPO.(3) In this study, research model and assumption H1-H3 have proved. There are significant correlation among internal marketing, organizational commitment and employee satisfaction,the case of NPO. Internal marketing has a positive effect onemployee’s organizational commitment and employee satisfaction. The employee’s organizational commitment has a positive effect on employee satisfaction.