Internal Marketing and Intention to Quit: The Mediating Role of Organizational Commitment

Abstract

Aim of the Study: This paper aimed to study the impact of internal marketing  (IM) on employee’s intention to quit (IQ) with the mediating role of organizational commitment (OC).

Methodology: Using data of 387 employees of private Banking Sector of Pakistan, the hypotheses of the study were tested using AMOS software. Correlation and regression analysis were used to test the direct and mediating relation between different variables of the study.

Findings: The results found that IM negatively affects employee’s IQ. Similarly, OC also has a negative effect on employee’s IQ.  The mediation results showed that OC significantly mediated the relation between IM and IQ. Managers can utalize these results to mitigate employee’s IQ in their respective organizations. Policy makers need to pay attention to improve their IM practices but also need to create an environment to develop OC in their employees to retain good employees. These findings were extracted from the data collected from the banking sector; however, these findings can also be generalized to other organizations/ sectors.

Conclusion: It is concluded from the results of this study that IM practices result in improving employees’ OC which ultimately reduces the employees’ IQ. Therefore, top management can focus on improving the employees’ OC to mitigate employees’ turnover, retain valuable employees and thus reduce the cost of hiring and training new employees.