Abstract

In internal marketing practices, businesses see their employees as internal customers in order to provide better services. They aim to increase their organizational commitment by preparing appropriate business environments in line with the requests and needs of their customers and increasing their job satisfaction. The aim of this study is to determine the effect of internal marketing activities used in banking sector on organizational commitment of employees and the mediating role of job satisfaction in this effect. In study, a questionnaire was applied to 226 employees of a private deposit bank. Descriptive statistics and structural equation modeling (PLS-SEM) based on PLS algorithm were used in the analysis of the obtained data. As a result of the hypothesis analysis, it was found that internal marketing activities used by banks positively and significantly affect the organizational commitment of employees and job satisfaction had a partial mediating role on this effect.