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

Steven A. Schulz, Thomas Martin, Heather M. Meyer

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)1294-1303
Number of pages10
JournalJournal of Management Development
Volume36
Issue number10
DOIs
StatePublished - 2017

Keywords

  • External marketing orientation
  • Frontline employees
  • Internal marketing orientation
  • Organizational commitment
  • Subjective well-being

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Organizational Behavior and Human Resource Management

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