The Efficiency of Internal Marketing Dimensions to Achieve the Organizational Commitment in Private Universities of Kurdistan Region
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Published:
Jan 16, 2020
Keywords:
Efficiency, Internal Marketing, Kurdistan Region, Organizational Commitment, Private University
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Abstract
The current paper attempts to study the effectiveness of internal marketing (IM) dimensions as an effective internal tool for the economic unit to enhance the organizational commitment (OC) in the private universities of Kurdistan Region. The importance of the research can be stemmed from the important role of IM in the economic unit, which can increase the activity of economic unit and achieve the OC in private universities of Kurdistan Region. So, the applying of IM in the economic unit effectively can help to strengthen the loyalty of the employees and help economic units to keep their employees. The researchers concluded that there is a good level of agreement for the employees of private universities in Kurdistan Region of Iraq about the activities of IM in the study sample and their role to enhance OC. The researchers recommended making more efforts for meeting the material and moral needs of the employees and gaining their satisfaction to ensure their continued work and keep them from thinking about moving to other economic units.
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How to Cite
Thabit, T. H. and Younus, S. Q. (2020) “The Efficiency of Internal Marketing Dimensions to Achieve the Organizational Commitment: in Private Universities of Kurdistan Region”, Koya University Journal of Humanities and Social Sciences, 2(2), pp. 176-182. doi: 10.14500/kujhss.v2n2y2019.pp176-182.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
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Alves, H., do Paço, A. and Roberto, C. (2015). Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly, Market-Tržište, 27(2), 237-250.
Awwad, M.S., and Agti, D.A.M. (2011). The Impact of Internal Marketing on Commercial Banks’ Market Orientation, International Journal of Bank Marketing, 29(4), 308-332.
Boon, O.K., and Arumugam, V. (2006). The Influence of Corporate Culture on Organizational Commitment: Case Study of Semiconductor Organizations in Malaysia, Sunway Academic Journal, 3(1), 99-115.
Bove, Liliana L., and Johnson, Lester W. (2006). Customer Loyalty to One Service Worker: Should It Be Discouraged?, International Journal of Research in Marketing, 23(1), 79-91.
Budhwar, P.S., Varma, A., Malhotra, N., and Mukherjee, A. (2009). Insights into the Indian Call Centre Industry: Can Internal Marketing Help Tackle High Employee Turnover? Journal of Services Marketing, 23(5), 351-362.
Chang, C.S., and Chang, H.C. (2009). Perceptions of Internal Marketing and Organizational Commitment by Nurses. Journal of Advanced Nursing, 65(1), 92–100.
Cichy, R.F., Cha, J.M., and Kim, S.H. (2009). The Relationship between Organizational Commitment and Contextual Performance among Private Club Leaders. International Journal of Hospitality Management, 28, 53-62.
Dunmore, M. (2002). Inside-Out Marketing: How to Create an Internal Marketing Strategy, Kogan Page Business Books, London.
Farrell, M.A., Oczkowski, E., and Kharabsheh, R. (2008). Market Orientation, Learning Orientation and Organizational Performance in International Joint Ventures, Asia Pacific Journal of Marketing and Logistics, 20(3), 289-308.
Farzad, A., Nahavandi, N., and Caruana, A. (2008). The Effect of Internal Marketing on Organizational Commitment in Iranian Banks, American Journal of Applied Sciences, 5(11), 1480-1486.
Hadj Aissa, Sid Ahmed, and Thabit, Thabit H. (2019). Modelling the Relevance between the Relationship Marketing and WOM Marketing through the Customer Satisfaction Case Study in Algeria Telecommunications Corporation, Tikrit Journal For Administration & Economics Sciences, 15(45), 1-21.
Hoffman, K. D., and Bateson, J. E. (2010). Services Marketing: Concepts, Strategies, & Cases: Concepts, Strategies, and Cases. Cengage Learning.
Iqbal, N., Ahmad, N., and Sheeraz, M. (2012). The Effect of Internal Marketing on Employee Retention in Pakistani Banks, International Journal of Academic Research in Business and Social Science, 2(8), 270-280.
Kotler, Philip, and Keller, Kevin L. (2006). Marketing Management, International Edition, Prentice Hall, New Jersey.
Raewf, Manaf Basil, and Thabit, Thabit Hassan, (2015). The Student's Satisfaction Influential Factors at Cihan University, International Journal Of Advanced Research in Engineering & Management, 1(2), 63-72.
Thabit, Thabit H., and Raewf, Manaf B. (2018). The Evaluation of Marketing Mix Elements: a Case Study, International Journal of Social Sciences & Educational Studies, 4(4), 100-109.
Thabit, Thabit H., Hadj Aissa, Sid A., and Harjan, Sinan A. (2016). Using Fuzzy Logic to Evaluate the Relationship between Designing Training Program and Level of Creativity and Innovation, International Journal of Innovation and Scientific Research, 25(1), 121-129.
Zaman K., Javaid, N., Arshad, A., and Babi, S. (2012). Impact of Internal Marketing on Market Orientation and Business Performance, International Journal of Business and Social Science, 3(12), 76-87.
Ahmed, P.K., Rafiq, M., and Saad, N. (2003). Internal Marketing and the Mediating Role of Organizational Competencies, European Journal of Marketing, 37(9), 1221-1241.
Al-Nasrawi, Hamed A., Al-Tameemi, Ali H., and Thabit, Thabit H. (2018). The Impact of Organizational Dogmatism in Reducing the Employees' Internal Marketing: A Case Study of General Company for Food Products in Baghdad, International Journal of Social Sciences & Educational Studies, Ishik University, 5(1), 16-27.
Alves, H., do Paço, A. and Roberto, C. (2015). Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly, Market-Tržište, 27(2), 237-250.
Awwad, M.S., and Agti, D.A.M. (2011). The Impact of Internal Marketing on Commercial Banks’ Market Orientation, International Journal of Bank Marketing, 29(4), 308-332.
Boon, O.K., and Arumugam, V. (2006). The Influence of Corporate Culture on Organizational Commitment: Case Study of Semiconductor Organizations in Malaysia, Sunway Academic Journal, 3(1), 99-115.
Bove, Liliana L., and Johnson, Lester W. (2006). Customer Loyalty to One Service Worker: Should It Be Discouraged?, International Journal of Research in Marketing, 23(1), 79-91.
Budhwar, P.S., Varma, A., Malhotra, N., and Mukherjee, A. (2009). Insights into the Indian Call Centre Industry: Can Internal Marketing Help Tackle High Employee Turnover? Journal of Services Marketing, 23(5), 351-362.
Chang, C.S., and Chang, H.C. (2009). Perceptions of Internal Marketing and Organizational Commitment by Nurses. Journal of Advanced Nursing, 65(1), 92–100.
Cichy, R.F., Cha, J.M., and Kim, S.H. (2009). The Relationship between Organizational Commitment and Contextual Performance among Private Club Leaders. International Journal of Hospitality Management, 28, 53-62.
Dunmore, M. (2002). Inside-Out Marketing: How to Create an Internal Marketing Strategy, Kogan Page Business Books, London.
Farrell, M.A., Oczkowski, E., and Kharabsheh, R. (2008). Market Orientation, Learning Orientation and Organizational Performance in International Joint Ventures, Asia Pacific Journal of Marketing and Logistics, 20(3), 289-308.
Farzad, A., Nahavandi, N., and Caruana, A. (2008). The Effect of Internal Marketing on Organizational Commitment in Iranian Banks, American Journal of Applied Sciences, 5(11), 1480-1486.
Hadj Aissa, Sid Ahmed, and Thabit, Thabit H. (2019). Modelling the Relevance between the Relationship Marketing and WOM Marketing through the Customer Satisfaction Case Study in Algeria Telecommunications Corporation, Tikrit Journal For Administration & Economics Sciences, 15(45), 1-21.
Hoffman, K. D., and Bateson, J. E. (2010). Services Marketing: Concepts, Strategies, & Cases: Concepts, Strategies, and Cases. Cengage Learning.
Iqbal, N., Ahmad, N., and Sheeraz, M. (2012). The Effect of Internal Marketing on Employee Retention in Pakistani Banks, International Journal of Academic Research in Business and Social Science, 2(8), 270-280.
Kotler, Philip, and Keller, Kevin L. (2006). Marketing Management, International Edition, Prentice Hall, New Jersey.
Raewf, Manaf Basil, and Thabit, Thabit Hassan, (2015). The Student's Satisfaction Influential Factors at Cihan University, International Journal Of Advanced Research in Engineering & Management, 1(2), 63-72.
Thabit, Thabit H., and Raewf, Manaf B. (2018). The Evaluation of Marketing Mix Elements: a Case Study, International Journal of Social Sciences & Educational Studies, 4(4), 100-109.
Thabit, Thabit H., Hadj Aissa, Sid A., and Harjan, Sinan A. (2016). Using Fuzzy Logic to Evaluate the Relationship between Designing Training Program and Level of Creativity and Innovation, International Journal of Innovation and Scientific Research, 25(1), 121-129.
Zaman K., Javaid, N., Arshad, A., and Babi, S. (2012). Impact of Internal Marketing on Market Orientation and Business Performance, International Journal of Business and Social Science, 3(12), 76-87.