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The Relationship Between Internal Marketing Orientation and Employee Job Satisfaction In Public Sector

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  • Soliman E M

Abstract

The main objective of this paper was to examine the relationship between internal marketing orientation and employee job satisfaction. To accomplish such relation, three dimensions of internal marketing orientation which were internal marketing research, internal communication, and internal response have been used within this study. While, the two dimensions that measure employee job satisfaction were intrinsic satisfaction and extrinsic satisfaction. Data were gathered through a questionnaire survey of supporting staff at University Utara Malaysia. Correlation and regression analysis were used to examine the relationship between internal marketing orientation and employee job satisfaction. The result indicated that internal marketing orientation positively correlated with employee job satisfaction. The regression result revealed that only 40.9 % of the variance in job satisfaction has been significantly explained by the three dimensions of internal market orientation. Likewise, the result showed that the most influence dimension of internal marketing orientation on employee job satisfaction was internal response.

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  • Soliman E M, 2013. "The Relationship Between Internal Marketing Orientation and Employee Job Satisfaction In Public Sector," International Journal of Learning and Development, Macrothink Institute, vol. 3(5), pages 111-120, October.
    • Handle: RePEc:mth:ijld88:v:3:y:2013:i:5:p:111-120
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    References listed on IDEAS

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    1. Sasser, W. Earl & Arbeit, Stephen P., 1976. "Selling jobs in the service sector," Business Horizons, Elsevier, vol. 19(3), pages 61-65, June.
    2. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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