The effect of the relationship between internal marketing practices and organizational commitment on business performance: A study at Bartın University

Today's sectors have also taken their share from this effect with globalization affecting the whole world at a macro level .Looking from major to minor, the changing and transforming fields and the rapid occurrence of these changes make companies a part of this, due to their sectors. The inevitability of change obliges companies to transform their management processes as well as economic regulations. 21st century Together with the humanization of production factors, the prominence of human labor in production has become a focal point for companies that want to keep up with the changes of this century. So much so that many companies realize that the way to make a profit today is to invest in people and plan their resources accordingly. This reveals the concept of internal marketing, first introduced by Berry (1981), in which businesses today see their own employees as customers. The concept of motivation, which should be addressed before the concept of internal marketing, was first discussed by Abraham H. Maslow. In Maslow's hierarchy of needs theory, he determined that there is a motivational increase for the upper layers as the needs at the bottom of the pyramid are met and satisfied. The concept of motivation is the impetus needed to take action to complete a task in everyday life or business life for almost everyone. The concept of motivation necessitates measuring the impact of an individual on his/her own life, as well as on the company he/she works for when he/she takes part in his/her working life. Organizations that can adapt to today's changing world make some plans to motivate employees with the awareness of this. So much so that the contribution of a motivated employee to the formation of a healthy organizational climate is obvious. Valuing the ideas of the employee in an organization, giving importance to him, a supportive and solution-oriented management approach when he has a problem, will increase his motivation by increasing his commitment to the organization he works for, and ultimately the turnover rate (turnover rate) will decrease. The disappearance of an employee's resignation status with an increased commitment to work is positive for businesses. Internal marketing is an approach that envisages increasing employee productivity with practices that will contribute to the development of employees and, as a result, ensuring external customer satisfaction. Internal marketing practices, which are mostly emerging in the service sector, consist of business development practices aimed at connecting the employee to the business and adopting the business. The reason why internal marketing gains more weight in the service sector is due to the fact that the employee in the service sector interacts with the customer one-on-one compared to the production sector. The concept of internal marketing includes many elements. It includes elements such as creating corporate strategies, developing cooperation between departments within the organization, keeping the motivation of the employee alive, and creating social environments where the employee will be fed. In this sense, the work performance of the employee who is supported, whose ideas are respected and whose opinion is taken into consideration in decision-making will increase at the same rate. The concept of organizational commitment, in general, is the employee's commitment to the organization with the feeling of loyalty to the work and efforts to ensure the success of the workplace. It is believed that there is a positive relationship between organizational commitment and job performance. At the same time, it has been shown that it reduces the results such as coming to work late and leaving work. There are different approaches to the concept of organizational commitment. Organizational commitment has been examined as attitudinal commitment in some studies, and some studies have been addressed as behavioral commitment. Attitudinal commitment mostly covers the issues of the employee to act in accordance with the interests of the organization and to work in accordance with the goals and objectives of the organization. Behavioral commitment, on the other hand, is a concept that depends on the employee rather than the organization. The attitude that the employee maintains becomes his behavior after a while and his commitment to this behavior increases over time. Organizational commitment is of great importance for businesses. Because a committed and loyal employee is an important criterion in the success of companies. In order to increase the organizational commitment of their employees, companies should adopt a management approach that will improve their abilities and maximize their productivity. Examining the relationship between organizational commitment and job performance constitutes one pillar of the study. In the study, it is aimed to measure the relationship of internal marketing practices made for human resources within the institution of Bartın University to organizational commitment and job performance. With the study, it is foreseen to shed light on the strengths and weaknesses and the steps to be taken to ensure development. It is hoped that the findings obtained as a result of the research will guide the improvement and solution proposals within the framework of the organizational climate of the institution.