Factors influencing organization commitment: Internal marketing orientation, external marketing orientation, and subjective well-being

Purpose: The purpose of this paper is to investigate the effects of internal marketing orientation, external marketing orientation, and subjective well-being on the affective organizational commitment of frontline employees. Design/methodology/approach: Previous research was used to develop hypotheses and develop a questionnaire for this project. An online survey was completed by 108 frontline employees. Findings: The hypothesized model of all three variables having positive effects on organization commitment was supported. Internal marketing orientation, external marketing orientation, and subjective well-being were significant predictors of affective organizational commitment. Research limitations/implications: A key limitation of this study is the cross-sectional, data collection design. A longitudinal study would allow for increased confidence when evaluating causal inferences with this type of data. Practical implications: This paper identifies how managers may be able to use internal marketing orientation, external marketing orientation, and subjective well-being as potential tools to increase the affective organizational commitment of frontline employees. Social implications: This paper demonstrates the importance of subjective well-being as an important component of life for an employee and success of the organization. Originality/value: This paper extends current research on affective organizational commitment by testing a new model that includes internal marketing orientation, external marketing orientation, and subjective well-being as predictor variables.