The mediating role of organizational commitment in the relationship between internal marketing and job performance: Application in Turkiye

Abstract

Aim/purpose – The study aims to investigate the role of organizational commitment as a mediator between internal marketing and job performance. Design/methodology/approach – For this purpose, data were collected from 239 per- sonnel working in the textile sector in Turkiye’s Organized Industrial Zone. The data obtained from the participants through the survey method were examined by explanatory factor analysis, descriptive statistics, correlation, and bootstrap regression analyses. Findings – The findings of the research clearly show that internal marketing practices have a significant impact on job performance. Internal marketing variable explained 52.24% of the change in organizational commitment. However, it has been revealed that organizational commitment has a partial mediating role in the relationship between internal marketing practices and job performance. Research implications/limitations – This study has limitations in taking samples from Turkiye, focusing on the textile industry, and using the convenience sampling method. Originality/value/contribution – These results strongly support the argument that internal marketing practices further increase job performance through organizational commitment. Keywords: internal marketing, organizational commitment, job performance. JEL Classification: M10, M12, M31, M19