The Mediating and Moderating Effect of Organizational Commitment in the Relationship among Internal Marketing, Job Satisfaction, and Customer Orientation

Abstract

Based on previous studies, this study derived five factors of internal marketing, namely education and training, reward system, management support, communication, and empowerment. The main research purpose was to determine how these internal marketing factors affect job satisfaction, and to investigate the causal relationship between job satisfaction, organizational commitment, and customer orientation. In addition, this study tried to analyze the mediating and moderating effects of organizational commitment in the relationship between job satisfaction and customer orientation. To achieve the purpose of the study, a survey was conducted targeting police officers who are public security service providers. Data were collected by conducting a mobile survey for 10 days from June 16 to June 25, 2021. Of the 328 responses, 277 questionnaires were used for the final analysis, excluding the insincere responses. The analysis results are summarized as follows. First, it was confirmed that among the five factors of internal marketing, education and training, reward system, and empowerment had a positive and significant effect on job satisfaction. However, management support and communication did not have a significant effect on job satisfaction. On the other hand, in the relationship between job satisfaction and customer orientation, it was confirmed that there was a partial mediating effect and a positive moderating effect in the results of analysis of the mediating and moderating effects of organizational commitment.