Beta
192009

Internal Marketing and its Impact on the Organizational Commitment of Employees in Airlines

Article

Last updated: 24 Dec 2024

Subjects

-

Tags

-

Abstract

Internal Marketing (IM) is considered a sustainable management philosophy using a marketing-like approach to motivate employees and achieve long-term objectives such as increasing employee retention. This paper aims to investigate the effect of internal marketing mix elements (internal product, internal price, internal promotion, internal distribution, internal people, internal processes and internal physical evidence) on employee organizational commitment of the airlines in Egypt. Using a sample of 405 employees at different administrative levels in airlines. The questionnaire forms were used and distributed on paper and electronically in 18 airlines in Egypt. Descriptive statistics, Pearson correlation and regression analysis were used to find the results. The paper found that the internal marketing elements (internal product, internal price, internal promotion, internal people, internal processes) have a statistically significant effect on the employee organizational commitment in airlines. Based on the study results, the researchers recommend the managers and decision makers of the airlines in Egypt to enhance the internal market research and segmentation, training programs, role fit and clarity, career advancement for all employees, financial rewards, internal communication, automating tasks, applying the delegating and supporting style of management, and improving their work environment. HR and Marketing should work together in the airlines to help the employees enjoying their job experiences, improving their quality of life and then increasing their organizational commitment.

DOI

10.21608/jaauth.2021.90316.1224

Keywords

Internal marketing, organizational commitment, Employee retention, Human Resources Marketing

Authors

First Name

Esraa

Last Name

Abd-Elmageed

MiddleName

-

Affiliation

Tourism Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura, Egypt

Email

esraaahmed_ea@mans.edu.eg

City

Mansoura

Orcid

-

First Name

Walid

Last Name

Sayed Amin Abd-Allah

MiddleName

-

Affiliation

Tourism Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura, Egypt

Email

-

City

-

Orcid

-

First Name

Doaa

Last Name

Hizah

MiddleName

-

Affiliation

Tourism Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura, Egypt

Email

dr.doaa.samir@mans.edu.eg

City

Mansoura

Orcid

-

Volume

21

Article Issue

3

Related Issue

28120

Issue Date

2021-12-01

Receive Date

2021-08-12

Publish Date

2021-12-01

Page Start

50

Page End

79

Print ISSN

1687-1863

Online ISSN

2682-4612

Link

https://jaauth.journals.ekb.eg/article_192009.html

Detail API

https://jaauth.journals.ekb.eg/service?article_code=192009

Order

4

Type

Original Article

Type Code

997

Publication Type

Journal

Publication Title

Journal of Association of Arab Universities for Tourism and Hospitality

Publication Link

https://jaauth.journals.ekb.eg/

MainTitle

Internal Marketing and its Impact on the Organizational Commitment of Employees in Airlines

Details

Type

Article

Created At

22 Jan 2023