The effect of internal marketing on organizational commitment in the Covid-19 process: A university hospital example

Organizational commitment refers to the psychological commitment and loyalty of employees towards their organizations. During the Covid-19 pandemic; maintaining corporate loyalty is a difficult process for businesses due to the unprecedented stress and uncertainty caused by the crisis. The pandemic has significantly affected workers around the world. Many people were laid off. Many were put on unpaid leave, and many employees had changes in their job description or work pattern. In short, the Pandemic has caused a great deal of uncertainty and stress for many businesses and their employees. Employees experienced concerns about their own health and the health of their loved ones, financial concerns and job security. On the other hand, the healthcare professionals, who have endured all kinds of hardships, worked without taking a step back by putting their teeth on the nails and won the appreciation of all humanity. In this process, it was important to keep the satisfaction of health workers and their commitment to their organizations at the maximum level. This study, whose aim is to present a model proposal that can reveal the possible effects of internal marketing practices, which are thought to lead to employee satisfaction, on the commitment of healthcare professionals to their organizations, was carried out on 297 healthcare professionals. As a result, in the research model developed, it was observed that the internal marketing activities carried out for healthcare professionals had a positive effect on their work satisfaction and indirectly on their emotional, normative and continuance commitment to their organizations.