Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly

• Authors: Alves Helena , do Paço Arminda , Roberto Carla

Title variants

HR

Utjecaj internog marketinga na predanost organizaciji – nalazi iz institucija skrbi za osobe starije životne dobi

• Languages of publication: EN

Abstracts

EN

The provision of institutional care, particularly for the elderly, assumes dedication and commitment of the employees. Hence, identifying the prevailing level of organizational commitment (OC) and precisely which internal marketing (IM) techniques may be deployed to shape this performance is of inherent importance. The objective of this research project is, correspondingly, to ascertain the extent to which IM influences the OC of employees at three elderly care support institutions. To study this influence, we selected a sample of 188 individuals, all employees at the three institutions who agreed to participate in the study by answering a questionnaire. As regards IM, quality of work, ascending communication, and valuing and sharing information are the most commonly adopted practices at institutions. In terms of OC related dimensions, we found the affective and the instrumental to be the predominant types of commitment. Our findings support a moderately positive correlation between the IM and OC variables. This study enables an evaluation of respective institutions, informing them of the changes that are both feasible and necessary to the provision of quality care services and, consequently, a higher level of employee commitment and performance.

HR

Pružanje institucijske brige, posebno za osobe starije životne dobi, pretpostavlja posvećenost i predanost zaposlenika. Stoga je iznimno važno identificiranje prevladavajuće razine organizacijske predanosti i tehnika internog marketinga koje se mogu primijeniti za oblikovanje takvog djelovanja. S tim u skladu, cilj istraživačkog projekta jest utvrditi doseg utjecaja internog marketinga na organizacijsku predanost zaposlenika u tri institucije za skrb o osobama starije životne dobi. Za proučavanje ovog utjecaja odabrali smo uzorak od 188 ispitanika, zaposlenika triju institucija koji su pristali sudjelovati u istraživanju putem anketiranja. Za sam interni marketing, kvaliteta rada, komunikacija prema gore te vrednovanje i dijeljenje informacija najčešće su usvojene prakse u institucijama. U pogledu dimenzija povezanih s predanošću organizaciji, saznali smo da su prevladavajuće vrste predanosti bile afektivna i instrumentalna. Naši rezultati pokazuju umjereno pozitivnu korelaciju između varijabli internog marketinga i organizacijske predanosti. Istraživanje omogućuje procjenu pojedinačnih institucija i njihovo informiranje o izvedivim i potrebnim promjenama za pružanje kvalitetnih usluga skrbi te, posljedično, više razine zaposlenikove predanosti i djelovanja.

Keywords

EN

internal marketing, organizational commitment, elderly support institutions, motivations

HR

interni marketing, predanost organizaciji, institucije za skrb o osobama starije životne dobi, motivacije

• Publisher: Faculty of Economics & Business Zagreb, Department of Marketing, Zagreb, Croatia and CROMAR (Croatian Marketing Association)
• Journal: Market - Tržište
• Year: 2015
• Volume: 27
• Issue: 2

Dates

published

2015-12-20

Contributors

author

Alves Helena

• Department of Business and Economics, Research Unit NECE, University of Beira Interior

author

do Paço Arminda

• Department of Business and Economics, Research Unit NECE, University of Beira Interior

author

Roberto Carla

• Department of Business and Economics, Research Unit NECE, University of Beira Interior

Identifiers

ISSN

0353-4790