Internal marketing and organizational commitent relationship

Organizational commitment refers to employees' emotional, continuance, and normative bonds to an organization, while internal marketing encompasses the strategic marketing activities directed at a company's employees. Organizational commitment has a direct impact on employees' retention, motivation, and performance. In customer-centric and highly competitive sectors like insurance, employee commitment and motivation are crucial for company success. This thesis examines the relationship between internal marketing efforts and organizational commitment through a study conducted at Fora Insurance Company. The study analyzed data collected from 73 employees, providing comprehensive insights into the relationship between internal marketing and organizational commitment. Reliability analyses indicated that the internal marketing scale generally had high reliability, though some dimensions of the organizational commitment scale, such as moral commitment, were excluded due to low reliability. Spearman correlation analysis revealed complex relationships between the dimensions of internal marketing and organizational commitment. It was found that "communication activities" and "management support" had strong negative correlations with continuance commitment, while "auxiliary systems" and "communication activities" showed weak positive correlations with affective commitment. These findings suggest that organizations need to revisit their internal marketing strategies to enhance employee commitment. Increasing communication and management support may be related to the sense of enforced commitment, whereas reward and remuneration studies did not show a significant relationship in this area. This thesis provides valuable insights into the complex relationships between internal marketing and organizational commitment and suggests strategies that organizations can adopt to boost employee commitment.