Internal marketing influencing work related attitudes: A service marketing perspective

The present research isaimed to examine the role of internal marketingpractices (training, motivation, empowerment, and communication) in determining theemployee job related attitudes employee job satisfaction and their commitmenttowards their organization). Data for this study came from a questionnaire based survey conducted on a sample of 459 employees of Indian retail banking sector. The questionnaires were subjected to validity and reliability tests using confirmatory factor analysis and Cronbach's alpha respectively. The proposed hypotheses were tested using structural equation modelling. The results indicate that internal marketing exerts a significant positive influence on the organizational commitment of employees. Further, the relationship between internal marketing and employees’ organizational commitment is found to be partially and significantly mediated by employee job satisfaction.