The relationship between marketing culture and organizational commitment

Abstract

Purpose – The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations between dimensions or marketing culture and dimensions of organizational commitment were investigated. Prior studies have shown that there were significant relationships between organizational culture and organizational commitment. Accordingly it is that there is a significant relationship between marketing culture and organizational commitment. Design/methodology/approach – This research collected data via survey method in Istanbul, Turkey. The survey forms were implemented to employees who were selected by convenience sampling method from one private bank’s agencies and 318 employees participated to the survey implementation. Findings – With the help of canonical correlation analyze, it was found out that there was a significant relationship between marketing culture and organizational commitment. Accordingly the main hypothesis was supported. Also relations between dimensions of marketing culture and dimensions of organizational commitment were concluded through their canonical loadings. Research limitations/implications – This study used two main scales from the literature to determine marketing culture and organizational commitment. For marketing culture, Webster’s (1990) marketing culture scale was preferred to determine marketing culture of employees. Organizational commitment was evaluated in three basic dimensions as affective commitment, continuance commitment and normative commitment according to Meyer and Allen’s (1997) scale. For future studies, different types of scales can be used differently in another service sector or business. The results can give some useful information essentially for managers from banking sector. Originality/value – This study has an important originality as being the first one that investigates the relationship between marketing culture and organizational culture in a related literature. So it is thought to show significant relations between marketing culture’s factors and organizational commitment’s factors.

The Role of Transformational Leadership and Organizational Culture Towards Organizational Commitment Through Job Satisfaction Among Mining Industry Employees

“…They are proud to be part of the organization and choose not to leave the organization thereby creating employee commitment to the organization. The results of this study are in line with the results of Yildirim et al (2016); Islam et al (2013); Acar (2012); Gokce et al (2014); Sikorska-Simmons (2006), which concluded that organizational culture influences organizational commitment.…”

“…Employees who view culture in their organization as fair and respectful of their employees will have a higher level of organizational commitment. Yildirim et al (2016), found that marketing organizational culture greatly affects affective commitment. Marketing culture creates more participatory management in organizations and provides strong coordination between organizational and employee goals.…”

“…Gokce et al (2014), also examines the influence of organizational culture on organizational commitment in the health industry in Turkey and the results show something similar which is organizational culture has a positive relationship with organizational commitment. Yildirim et al (2016), found that marketing organization culture has greatly influenced the affective commitment of workers in the banking industry in Turkey. When employees take part in decisions or strategic plans in the organization, it will grow bonds because they feel involved in the organization thereby increasing organizational commitment.…”

“…However, from several previous studies (Köse and Köse, 2017;Gokce et al, 2014;Armutlulu and Noyan, 2011;Yildirim et al, 2016;Griffith, 2004;Yang, 2012;Avolio et al, 2016;Hougyun, 2014;Rawashdeh et al, 2015;Lund, 2003;Acar, 2012) shows that only a few researches have been done on companies in the mining industry especially in Indonesia. This study examined companies in the mining industry because the mining industry has a quite difficult work environment to achieve maximum work results, one of which is organizational commitment (Mclaggan et al, 2013).…”

Effect Of Organizational Cultures On Lecturers Psychological Empowerment And Organizational Commitment: Structural Equation Modeling Approach

“…Market culture emphasizes rationalized actions culminating into efficient and productive planning of achieving organizational goal settings. Market culture orientation was found to have influenced organizational commitment through its impact on behaviour pattern of employees in diverse organizations (Yildirim, Acaray and Candan, 2016).Individuals are expected to understand the corporate values and expectations of the organization and the relevance of each and every role, thereby inspiring and motivating employees' commitment in achieving organizational goals (Cameron et al, 2011) …”