The impact of internal marketing in achieving a multi-dimensional organizational commitment to workers in the Greater Amman Municipality

الشوبكي, رائد (2010) The impact of internal marketing in achieving a multi-dimensional organizational commitment to workers in the Greater Amman Municipality. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The study aims to demonstrate the impact of internal marketing dimensions (training, empowerment, work teams, and marketing information, and administrative support) as an independent variable in achieving the commitment of workers in the Greater Amman Municipality and through the types of organizational commitment (continuance, and normative, and emotional) as a dependent variable. The researcher relied on primary sources and secondary sources in the study through books and professional journals in this area, has been designed questionnaire designed to measure the impact of the dimensions of internal marketing in achieving the commitment of workers in the Greater Amman Municipality in the Jordanian capital Amman, which included workers in the departments of Central and Executive , The total number of employees in management positions in its various areas and services the Greater Amman Municipality (2044 , ) composed the sample from (400) employees were distributed (400) a questionnaire to them, and recovered (391) to identify and rate 97( .5 , ) the researcher used the methods appropriate statistical analysis of the data Kalost mean and standard deviation and coefficient of regression. One of the main results of the study reached a trace of the internal marketing dimensions of the commitment of workers in the Greater Amman Municipality, as well as a commitment to organizational factors and the various types of a positive trend, according to the results of statistical analysis of the study. The researcher recommended that further efforts towards meeting the needs of workers and gain the satisfaction to ensure that they continue to work, as well as the need to focus on comprehensive training in the various administrative levels and related technological development on an ongoing basis.

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