The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees

Abstract

A tremendous shifting of businesses at the present time forced organizations to live in a dynamic, ambiguous, and changeable environment. Due to these challenges, organizations need to apply the new marketing orientation that enhance businesses; and improve their businesses permanently to keep their competitive excellence. One of the main important factors to consider is by attracting new customers and maintaining healthy long-term relationship with them. This cannot be accomplished without improving the organizational performance through-out applying the internal marketing concepts which can be translated as seeing its employees as its first market (Sinčić & Vokić, 2007). This paper discusses and investigates the effect of a set of internal marketing elements such as employees' motivation, communication, empowerment, and training on organizational citizenship behavior. The quantitative data collection approach is used to collect the suitable data from a sample of 300 fulltime employees. Results have explored new routes in how organizations can create, maintain, and enhance organizations' citizen behavior. Which indicate, that there is a positive relationship between internal marketing dimensions; and organizational citizenship behavior in varying magnitude. Furthermore, the investigation showed that the dominant dimension of internal marketing is the motivation; then followed by the communication with stronger impact on organizational citizenship behavior, where the surprising results that the empowerment; and training and development don't have that much effect. Also, hypotheses were tested, and more information regarding data analysis, results' discussion and study limitations were presented in more details.

The Effect of Internal Marketing Implementations on the Organizational Citizenship Behaviors of Youth and Sports Directorate Employees

“…In most of the empirical studies conducted in various service sectors, it was seen that there was a positive and significant relationship between internal marketing and OCB (Alper Ay, 2018;Alshurideh, Alhadid and Barween, 2015;Chang, Tseng and Chen, 2012;Seyed Javadin, Rayej, Yazdani, Estiri and Aghamiri, 2012;Yildiz, 2016b). Our study on employees in the sports industry has shown that, similar to other research, internal marketing affects OCB significantly and positively.…”

The Effect of Internal Marketing on Organizational Citizenship Behavior of Academic Staff in Higher Educational Institutions

“…This result shows similarities with the other researches carried out in higher educational institutions. In their researches, Alshurideh, Alhadid, and Barween [1] and Carlos and Rodrigues [9] found that IM applications have positive and significant effects on academic staff's OCBs.…”

Internal marketing, employee customer‐oriented behaviors, and customer behavioral responses

“…Consistent with this framework, a considerable number of studies have investigated the effect of internal marketing on employee job satisfaction and employee behaviors (Altarifi, ). In the latter category, organizational citizenship behavior has received the most attention of internal marketing researchers (Alshurideh, Alhadid, & Barween, ; Awan et al., ; Awward, & Agti, ). Regrettably, while adaptive selling behavior, customer‐oriented selling behavior, and relational selling behavior have been suggested as the most effective approaches to establishing and nurturing long‐term relations with customers as well as yielding higher sales performance (Bayaa, Goedegebuure, & Jones, ), they have not been studied in relation to internal marketing.…”