Internal marketing as a key to organisational commitment: The mediation of work stress and happiness

Abstract

The present research analyses the influence of internal marketing on organisational commitment, mediated by job stress and job satisfaction, in the context of the Great Resignation. Justified by the need to understand the interactions between these variables to improve employee well-being and retention in challenging business environments, this study aims to evaluate the direct relationship between internal marketing and organisational commitment and to determine the mediating role of job stress and job satisfaction. A quantitative methodology was used with a non-experimental, cross-sectional design, collecting data through an online questionnaire administered to a sample of 233 employees from various industries in Mexico, and the data were analysed using structural equation modelling (PLS-SEM). The main results indicate that internal marketing has a positive and significant relationship with organisational commitment (β=0.315, p=0.01) and job satisfaction (β=0.562, p=0.01), and a negative relationship with job stress (β=-0.317, p=0.01), without finding a significant relationship between job stress and organisational commitment (β=0.050, p=0.343). It is concluded that job satisfaction significantly mediates the relationship between internal marketing and organisational commitment, highlighting the importance of implementing internal marketing strategies and well-being programmes to strengthen organisational commitment and improve the work environment. Copyright (c) 2024 Mario Alberto Salazar-Altamirano, Orlando Josué Martínez-Arvizu, David Gómez Sánchez, Lorena Gabriela Hernández-Arteaga. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License https://creativecommons.org/licenses/by-nc-nd/4.0/.