The Organizational Commitment And Its Relationship With Internal Marketing, Organizational Culture, And Job Satisfaction

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Chompunuch Sriphong , Meena Raden-Ahmad , Nattee Kachonkittiya , Poonpong Suksawang


Organizational commitment is the fundamental factor essential to organizational success. This study aims to 1) examine the differences in organizational commitment levels based on demographic factors, 2) develop and validate the causal relationship model of internal marketing, organizational culture, job satisfaction and organizational commitment. A mixed method of both quantitative and qualitative research was employed. Data was collected through a questionnaire for 622 personnel of the administrative center of the southern border provinces of Thailand, and through 6 focus group discussions. The findings revealed that organizational commitment is significantly different based on tenure. The personnel who worked less than 5 years are less committed than those who worked longer. The results also found that internal marketing, organizational culture and job satisfaction have positive direct and significant effects on organizational commitment. Furthermore, job satisfaction mediates the relationship between internal marketing and organizational commitment. These implied that organization executives should prioritize effective internal marketing and develop a strong organizational culture in order to reinforce both job satisfaction and organizational commitment. Enhancing the job satisfaction of personnel can also raise their organizational commitment. 

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