The mediating role of job satisfaction, instrinsic motivation and psychological resilience in the effect of internal marketing on burnout

This study examines the relationships between burnout levels among personnel working in private educational institutions and certain organizational practices and individual psychological processes experienced within the institution. The research investigates how internal marketing practices relate to employees' job satisfaction, intrinsic motivation, and psychological resilience levels; and evaluates the extent to which these variables explain the link between internal marketing and burnout. Designed as a causal research study, it aims to examine the relationship between internal marketing and burnout in the context of educational services not only through direct effects but also through multiple psychological variables. The research population consists of employees working in private educational institutions operating in Malatya and Elazığ provinces. The sample comprises 523 employees reached through convenience sampling. Data were collected using face-to-face surveys; commonly used scales from the literature were utilized for measurements of internal marketing, job satisfaction, intrinsic motivation, psychological resilience, and burnout. The obtained data were analyzed using SPSS 21 and AMOS software packages, and the relationships between variables were tested through structural equation modeling. Analysis findings indicate that internal marketing practices are positively correlated with job satisfaction, intrinsic motivation, and psychological resilience. However, internal marketing was found to have a direct and negative impact on burnout. Furthermore, job satisfaction, intrinsic motivation, and psychological resilience were found to exhibit negative correlations with burnout levels. Mediation analyses show that these variables fully mediate the relationship between internal marketing and burnout. The findings reveal that internal marketing practices can be decisive in determining employee burnout through both direct and indirect effects.