Exploring the impact of internal marketing practices on the commitment to “green” intellectual capital
-
DOIhttp://dx.doi.org/10.21511/im.19(2).2023.16
-
Article InfoVolume 19 2023, Issue #2, pp. 198-210
- Cited by
- 500 Views
-
184 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The purpose of this study is to explore how internal marketing practices affect the commitment of organizations’ “green” intellectual capital. It examines the relationship between internal marketing practices and the commitment to its “green” intellectual capital’s components: human, relational, and structural. Moreover, it investigates to what extent internal marketing practices are applied to strategic, operational, and implementation levels, affecting “green” intellectual capital commitment. A 27-item questionnaire was used to collect quantitative data. Six hundred nine employees from large companies operating in various business sectors in Greece participated in a survey from July to November 2020. The findings documented a strong impact of internal marketing practices (90.5%) on the commitment to “green” intellectual capital. Internal marketing practices applied at operational levels have the most substantial effect on the commitment of “green” intellectual capital (t = 17.387), while practices at implementation levels are not significant (t = 3.668). The results also indicated that internal marketing practices applied at strategic levels significantly influence the commitment to “green” intellectual capital (t = 15.747). Finally, the study discusses the theoretical and managerial contributions.
Acknowledgment
This study has been funded by the University of West Attica / Special Account for Research Grants.
- Keywords
-
JEL Classification (Paper profile tab)M12, M31, M53
-
References73
-
Tables4
-
Figures0
-
- Table 1. Factor loadings
- Table 2. Examination of hypotheses
- Table 3. Multiple regression model fit
- Table 4. Statistical significance of the independent variables
-
- Al-Weshah, G. A. (2019). Towards internal marketing practices in enhancing job engagement. Practical evidence from Jordanian hospitals. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 40-56.
- Amores-Salvadó, J., Cruz-González, J., Delgado-Verde, M., & González-Masip, J. (2021). Green technological distance and environmental strategies: The moderating role of green structural capital. Journal of Intellectual Capital, 22(5), 938-963.
- Aramburu, N., & Sáenz, J. (2011). Structural capital, innovation capability, and size effect: An empirical study. Journal of Management & Organization, 17(3), 307-325.
- Arfara, C., & Samanta, I. (2020). The impact of green strategy on organisations’ relational capital. Management and Business Research Quarterly, 15, 29-42.
- Arfara, C., & Samanta, I. (2022). The impact of internal marketing philosophy on a firm’s strategic orientation. Innovative Marketing, 18(4), 48-61.
- Arnett, D. B., Laverie, D. A., & McLane, C. (2002). Using job satisfaction and pride as internal-marketing tools. The Cornell Hotel and Restaurant Administration Quarterly, 43(2), 87-96.
- Athanasopoulou, P. (2009). Relational quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583-610.
- Awan, H. M., Siddiquei, A. N., Jabbar, A., Abrar, M., & Baig, S. A. (2015). Internal marketing and customer loyalty: A dyadic analysis. Journal of Service Science and Management, 8(2), 216-228.
- Bailey, A., Albassami, F., & Al-Meshal, S. (2016). The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship. International Journal of Bank Marketing, 34(6), 821-840.
- Bannon, P. D. (2005). Internal marketing and political marketing. United Kingdom: Paisley Business School, University of Paisley.
- Bermúdez-González, G., Sasaki, I., & Tous-Zamora, D. (2016). Understanding the impact of internal marketing practices on both employees’ and managers’ organizational commitment in elderly care homes. Journal of Service Theory and Practice, 26(1), 28-49.
- Brunner, T. A., Stöcklin, M., & Opwis, K. (2008). Satisfaction, image and loyalty: New versus experienced customers. European Journal of Marketing, 42(9/10), 1095-1105.
- Cătălin, M. C., Andreea, P., & Adina, C. (2014). A holistic approach on internal marketing implementation. Business Management Dynamics, 3(11), 9-17.
- Chang, C. H., Shih, M. Y., & Peng, H. J. (2022). Enhancing entrepreneurial opportunity recognition: Relationships among green innovative capability, green relational capability, and co-innovation behavior. Business Strategy and the Environment, 31(4), 1358-1368.
- Chang, C.-H., & Chen, Y. S. (2012). The determinants of green intellectual capital. Management Decision, 50(1), 74-94.
- Chen, Y. S. (2008a). The positive effect of green intellectual capital on competitive advantages of firms. Journal of Business Ethics, 77(3), 271-286.
- Chen, Y. S. (2008b). The driver of green innovation and green image – Green core competence. Journal of Business Ethics, 81, 531-543.
- Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307-319.
- Chou, D., & Chou, A. (2012). Awareness of green IT and its value model. Computer Standards & Interfaces, 34(5), 447-451.
- Collins, J. D., & Hitt, M. A. (2006). Leveraging tacit knowledge in alliances: The importance of using relational capabilities to build and leverage relational capital. Journal of Engineering and Technology Management, 23(3), 147- 167.
- Davis, A. L., & Rothstein, H. R. (2006). The effects of the perceived behavioral integrity of managers on employee attitudes: A meta-analysis. Journal of Business Ethics, 67(4), 407-419.
- Dickel, P., Hörisch, J., & Ritter, T. (2018). Networking for the environment: The impact of environmental orientation on start-ups’ networking frequency and network size. Journal of Cleaner Production, 179, 308-316.
- Foreman, S. K., & Money, A. H. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768.
- Hamadamin, H. H., & Atan, T. (2019). The impact of strategic human resource management practices on competitive advantage sustainability: The mediation of human capital development and employee commitment. Sustainability, 11(20), 5782.
- Hassan, S., Wright, B. E., & Yukl, G. (2014). Does ethical leadership matter in government? Effects on organizational commitment, absenteeism, and willingness to report ethical problems. Public Administration Review, 74(3), 333- 343.
- Hilal, M. I. M. (2020). Exploring the impacts of internal marketing practices and employees’ organisational commitment: Special reference to hotel industry in Sri Lanka. Middle East Journal of Management, 7(6), 611- 630.
- Huang, C.-L., & Kung, F.-H. (2011). Environmental consciousness and intellectual capital: Evidence from Taiwan’s manufacturing industry. Management Decision, 49(9), 1405-1425.
- Huang, Y. T., & Rundle-Thiele, S. (2015). A holistic management tool for measuring internal marketing activities. Journal of Services Marketing, 29(6/7), 571-584.
- Inkpen, A. C., & Beamish, P. W. (1997). Knowledge, bargaining power, and the instability of international joint ventures. Academy of Management Review, 22(1), 177-202.
- Jabbour, C. J. C., & de Sousa Jabbour, A. B. L. (2016). Green human resource management and green supply chain management: Linking two emerging agendas. Journal of Cleaner Production, 112, 1824-1833.
- Joung, H.-W., Goh, B. K., Huffman, L., Yuan, J. J., & Surles, J. (2015). Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry. International Journal of Contemporary Hospitality Management, 27(7), 1618-1640.
- Kamaluddin, A., & Rahman, R. A. (2009). Enhancing organisation effectiveness through human, relational and structural capital: An empirical analysis. Management & Accounting Review, 8(1), 1-17.
- Kanyurhi, E. B., & Bugandwa Mungu Akonkwa, D. (2016). Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), 773-796.
- Kim, J. S., Song, H. J., & Lee, C. K. (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions. International Journal of Hospitality Management, 55, 25-32.
- Liu, A. M., Chiu, W. M., & Fellows, R. (2007). Enhancing commitment through work empowerment. Engineering, Construction and Architectural Management, 14(6), 568-580.
- Lu, Y., & Ramamurthy, K. (2011). Understanding the link between information technology capability and organizational agility: An empirical examination. MIS Quarterly, 35(4) 931-954.
- Madhavaram, S., & Hunt, S. D. (2017). Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital. Journal of Business Research, 74, 38-46.
- Mainardes, E. W., Rodrigues, L. S., & Teixeira, A. (2019). Effects of internal marketing on job satisfaction in the banking sector. International Journal of Bank Marketing, 37(5) 1313-1333.
- Masri, H. A., & Jaaron, A. A. (2017). Assessing green human resources management practices in Palestinian manufacturing context: An empirical study. Journal of Cleaner Production, 143, 474-489.
- Matinaro, V., Liu, Y., & Poesche, J. (2019). Extracting key factors for sustainable development of enterprises: Case study of SMEs in Taiwan. Journal of Cleaner Production, 209, 1152-1169.
- Mubarik, S., Chandran, V. G. R., & Devadason, E. S. (2016). Relational capital quality and client loyalty: Firm-level evidence from pharmaceuticals, Pakistan. The Learning Organization, 23(1), 43-60.
- Owoyemi, O. A., Oyelere, M., Elegbede, T., & Gbajumo-Sheriff, M. (2011). Enhancing employees’ commitment to organisation through training. International Journal of Business and Management, 6(7), 280-286.
- Paauwe, J., & Boselie, P. (2005). HRM and performance: What next? Human Resource Management Journal, 15(4), 68-83.
- Park, J. H., & Tran, T. B. H. (2018). Internal marketing, employee customer-oriented behaviors, and customer behavioral responses. Psychology & Marketing, 35(6), 412-426.
- Peleckis, K. (2014). International business negotiations: Innovation, negotiation team, preparation. Procedia – Social and Behavioral Sciences, 110, 64-73.
- Penalba-Aguirrezabalaga, C., Sáenz, J., & Ritala, P. (2020). Marketing-specific intellectual capital: Conceptualization, scale development and empirical illustration. Journal of Intellectual Capital, 21(6), 947-984.
- Prajogo, D., Mena, C., & Chowdhury, M. (2021). The role of strategic collaborations and relational capital in enhancing product performance – A moderated-mediated model. International Journal of Operations & Production Management, 41(3), 206-226.
- Qiu, J., Boukis, A., & Storey, C. (2022). Internal marketing: A systematic review. Journal of Marketing Theory and Practice, 30(1), 53-67.
- Renwick, D. W., Redman, T., & Maguire, S. (2013). Green human resource management: A review and research agenda. International Journal of Management Reviews, 15(1), 1-14.
- Reynolds, N., Simintiras, A., & Vlachou, E. (2003). International business negotiations: Present knowledge and direction for future research. International Marketing Review, 20(3), 236-261.
- Saleem, M. A., Bhutta, Z. M., Nauman, M., & Zahra, S. (2019). Enhancing performance and commitment through leadership and empowerment: An emerging economy perspective. International Journal of Bank Marketing, 37(1), 303-322.
- Samanta, I., & Arfara, C. (2021). The impact of internal marketing on “green” management of intellectual capital. Archives of Business Research, 9(6), 51-67.
- Sanchez-Hernandez, I., & Grayson, D. (2012). Internal marketing for engaging employees on the corporate responsibility journey. Intangible Capital, 8(2), 275-307.
- Schuler, R., & Jackson, S. E. (2014). Human resource management and organizational effectiveness: Yesterday and today. Journal of Organizational Effectiveness: People and Performance, 1(1), 35-55.
- Schulz, S. A., Martin, T., & Meyer, H. M. (2017). Factors influencing organization commitment: Internal marketing orientation, external marketing orientation, and subjective well-being. Journal of Management Development, 36(10), 1294-1303.
- Shiu, Y., & Yu, T. (2010). Internal marketing, organizational culture, job satisfaction, and organizational performance in non-life insurance. The Services Industries Journal, 30(6), 793-809.
- Shoaib, M., Abbas, Z., Yousaf, M., Zámečník, R., Ahmed, J., & Saqib, S. (2021). The role of GHRM practices towards organizational commitment: A mediation analysis of green human capital. Cogent Business & Management, 8(1), 1870798.
- Sinčić, D., & Vokić, N. P. (2007). Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy (EFZG Working Paper Series 0712). Faculty of Economics and Business, University of Zagreb.
- Singh, S. K., & El-Kassar, A. N. (2019). Role of big data analytics in developing sustainable capabilities. Journal of Cleaner Production, 213, 1264-1273.
- Snell, L., & White, L. (2009). An exploratory study of the application of internal marketing in professional service organizations. Services Marketing Quarterly, 30(3), 195-211.
- Snow, J. L. (2002). Enhancing work climate to improve performance and retain valued employees. JONA: The Journal of Nursing Administration, 32(7/8), 393-397.
- Syahchari, D. H., Azian, M., Yahya, B., & Sahban, M. A. (2016). The significance of relational capital on alliance performance in Indonesia construction companies. Journal of Applied Sciences Research, 12(5), 35-40.
- Tetteh, S. D., Osafo, J., Ansah-Nyarko, M., & Amponsah-Tawiah, K. (2019). Interpersonal fairness, willingness-to-stay and organisation-based self-esteem: The mediating role of affective commitment. Frontiers in Psychology, 10, 1315.
- Tortosa, V., Moliner, M. A., & Sanchez, J. (2009). Internal market orientation and its influence on organizational performance. European Journal of Marketing, 43(11/12), 1435-1456.
- Tortosa-Edo, V., Llorens-Monzonis, J., Moliner-Tena, M. A., & Sanchez-Garcia, J. (2015). The influence of internal market orientation on external outcomes: The mediating role of employees’ attitudes. Journal of Service Theory and Practice, 25(4), 486-523.
- van Hagen, M., & Bron, P. (2014). Enhancing the experience of the train journey: Changing the focus from satisfaction to emotional experience of customers. Transportation Research Procedia, 1(1), 253-263.
- Wang, C.-H. (2019). How organizational green culture influences green performance and competitive advantage. The mediating role of green innovation. Journal of Manufacturing Technology Management, 30(4), 666-683.
- Wang, Y. (2011). The role of communication in enhancing employees’ organizational commitment: Exploring the relationship between social-emotional-oriented communication, work-oriented communication and organizational commitment in China (Unpublished Master’s Thesis). Uppsala University, Sweden.
- Wang, Z., Wang, N., & Liang, H. (2014). Knowledge sharing, intellectual capital and firm performance. Management Decision, 52(2), 230-258.
- Wu, H.-C., Cheng, C.-C., Chen, Y.-C., & Hong, W. (2018). Towards green experiential loyalty: Driving from experiential quality, green relationship quality, environmental friendliness, green support and green desire. International of Contemporary Hospitality Management, 30(3), 1374-1397.
- Yadiati, W., Nissa, N., Paulus, S., Suharman, H., & Meiryani, M. (2019). The role of green intellectual capital and organizational reputation in influencing environmental performance. International Journal of Energy Economics and Policy, 9(3), 261-268.
- Yong, J. Y., Yusliza, M. Y., & Fawehinmi, O. O. (2020). Green human resource management: A systematic literature review from 2007 to 2019. Benchmarking: An International Journal, 27(7), 2005-2027.
- Yusoff, Y. M., Omar, M. K., Zaman, M. D. K., & Samad, S. (2019). Do all elements of green intellectual capital contribute toward business sustainability? Evidence from the Malaysian context using the Partial Least Squares method. Journal of Cleaner Production, 234, 626-637.