The Influence of Internal Marketing Activities on Employees’ Commitment to Work in Public University Sector: A Qualitative Evaluation of Employees’ Opinions

Dr. Andy Fred Wali; Emmanuel A. Amangala, Emmanuel Nwokah


Purpose: This study aims to understand the perception of employees of internal marketing practices in a public university.

Design/Method/Approach: The interpretive paradigm and specifically the constructive social face to face and e-mail interview strategies was chosen to understand the diverse perception and shared experiences of employees about this internal marketing practices and how it influences their commitment to work. Our population are teaching, and non-teaching staff in the case University and our unit of discussants was a non-teaching staff of senior cadre and teaching staff between the ranks of assistant lecturers and senior lecturers.

Findings: Findings show that internal marketing practices were perceived differently in the case University and four key themes: religious affiliation, staff placement, ethnicity nepotism and internal politics shows influences on IM practices within this case.

Research Limitations: This study adopted a single research design in an only higher institution and provided opportunities for future studies to adapt mixed methods with larger samples from multi-institutional perspectives.

Practical Implication: This study makes two key contributions in theory and practice. First, it validates Psychological Contract Theory (PCT) as this study reveals that PCT supports fair distribution of reward and responsibilities amongst employees. Second, in practice, because the emerging themes of research provide a strong basis for effective implementation of IM practices and positive management of commitment of employees to work.

FULL TEXT PDF 1-10] DOI: 10.30566/ijo-bs/2020.24

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