Relationship between internal marketing and organizational commitment: evolution in the study and measurement of organizational commitment.
DOI:
https://doi.org/10.35319/760d3v79Keywords:
organizational commitment, Allen and Meyer model, affective commitment, normative commitment, continuance commitment, internal marketing, human resources, MarketingAbstract
In previous editions of this literary production, a review was conducted on the conceptualization of the topic of internal marketing (endomarketing) to structure an internal marketing model for organizations. It was proposed that the internal marketing model would be composed of three dimensions: customer orientation, human resource practices, and internal communication. It was also established that internal marketing is not merely an advanced human resources management practice, but a strategic management approach to human resources from a marketing perspective, where internal communication is one of the key variables in the process.
Simultaneously, the topic of organizational commitment was studied based on the Allen and Meyer model, identifying its antecedents and consequences. This document is a continuation of a research project that aims to identify the internal marketing process and its influence on employees' organizational commitment.
This section of the work analyzes, from a theoretical perspective, the evolution in the study and measurement of organizational commitment—a key attitude in the workplace that increasingly attracts the attention of researchers in the field of human resources and organizational behavior. It explains how the conception of this construct has gone through several phases since 1970, primarily marked by changes in dimensionality and its subsequent evolution. Furthermore, it offers an in-depth analysis of the Meyer and Allen model, not only because it is the most widely used today but also because it is the most accepted by the scientific community. This analysis highlights the conceptual and empirical need to: (1) differentiate the affective and normative dimensions, and (2) redefine the continuance dimension.
The article also attempts to explain the relationships between internal marketing and organizational commitment by reviewing existing research and the results obtained, in order to ultimately link the proposed internal marketing model with organizational commitment through hypotheses that will be empirically tested.
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