The Impact of Internal Marketing Activities on Organizational Commitment in Nursing Homes: Example of Private Disabled Care Centers

Abstract

Purpose – The aim of this research is to determine the impact of internal marketing activities on organizational commitment and their dimensions in private disabled care centers (PDCC). Design/methodology/approach – In this study, where Quantitative research methods were applied, to measure the relationship between variables, Internal Marketing scale developed by Money and Foreman (1996) and Commitment scale developed by Allen and Mayer (1990) have been used. The universe of study is consistent of 200 people employed in 6 PDCC, based in the province of Tokat. Data has been collected from 144 employees by online questionnaire technique. SPSS-23 software has been utilized for data analysis. Data has been analysed with reliability test, factor analysis, regression and correlation analysis. Findings – As a result of the above analysis it was established that internal marketing activities have a positive and significant effect on organizational commitment and their dimensions. This effect is very strong on organizational commitment as well as affective commitment dimension, weak on continuance commitment dimension and strong on normative commitment dimension. Discussion – The verification of research hypothesis proves the importance of internal marketing activities for PDCC. The research outcomes of the effect of internal marketing activities on organizational commitment and their dimensions in PDCC are similar to the previous studies. However there has never been another study carried out in the field of PDCC, which in turn makes this research outcomes distinct and remarkable.