The mediation role of job satisfaction in the effect of internal marketing on organizational commitment in educational institutions: Rize province example

It is believed that internal marketing practices are mostly applied in private sector institutions, and although they are applied in public institutions due to their structure, they are not clearly perceived by employees. The education sector is one of the most important sectors in which the public sector provides service. In this thesis, it is aimed to determine the effect of internal marketing practices in establishing the organizational commitment of teachers and administrators working in public educational institutions and whether teachers' job satisfaction has a mediating role in this effect. It is believed that the study will be important in terms of revealing the relationships between the variables in question. In addition, within the scope of the study, it is also addressed to determine whether the internal marketing practices, organizational commitment and job satisfaction perceptions of teachers working in public educational institutions differ according to demographic variables. In the data collection process of the research, the "Internal Marketing Scale", "Job Satisfaction Scale" and "Organizational Commitment Scale" were used in the prepared survey along with questions aimed at determining the demographic characteristics of teachers. The data obtained from the participation of 407 teachers working in public educational institutions was transferred to the Microsoft Excel program. Then, the necessary numerical coding was done, and the hypotheses were tested with IBM SPSS 25.0 Process Macro. According to the results, the effect of internal marketing practices on organizational commitment and job satisfaction among teachers working in public educational institutions in Rize province is positive. In addition, job satisfaction has a partial mediating effect on the effect of internal marketing practices on organizational commitment. This finding reveals that educational institutions' strengthening of their internal marketing strategies can be effective in increasing teachers' commitment to the institution.