Impact of Applying Internal Marketing on Workers’ Organizational Commitment at MTN Yemen

Abstract

This study aimed to investigate the impact of internal marketing (all its dimensions of training, empowerment, motivation, teamwork, internal communication, administrative support and marketing information) on the organizational commitment of workers at MTN Yemen. The focus was on these types of organizational commitment: emotional, normative and continuity. The study adopted the descriptive method, and used a questionnaire to collect data. The population consisted of 250 employees who represent all administrative staff in the middle and executive management levels in the main office of the company in the capital city of Sana’a. A simple random sample of (152) participants was selected. 152 questionnaires were distributed but only 107 were returned. The study results revealed that there is a positive effect of applying internal marketing with all its dimensions on the organizational commitment of the company workers. The level of applying the internal marketing practice by the administrative leaders of the company is high, and the level of the organizational commitment of the employees of the company and its various types is also high. The study recommended that more attention should be given to the dimensions of internal marketing by the administrative leaders in the company. They are also recommended to implement policies and programs more effectively, as this would lead to more improvement in the organizational commitment by the employees.
Keywords: Internal marketing, Organizational commitment, MTN Yemen.