Today, we recognize internal marketing as an established and widespread concept, which for many years has occupied one of the central places in the attention of theorists as well as from the practical point of view on the organizations’ side. The composition, function and value of internal marketing are presented in the theoretical part of the master's thesis in question. The concept of treating employees as customers and jobs as products is positioned in the extensive literature as a key tool for improving employee satisfaction and commitment in today’s modern organizations. The empirical part of the assignment focuses on researching the impact of internal marketing on employees, covering sub-dimensions such as marketing training and education, management support, internal communication, personnel management and employee involvement in external communication. With the help of quantitative analyses, four structural models were derived. The results show a positive influence of all the mentioned dimensions on job satisfaction and on all three dimensions of commitment - normative, continuance and affective commitment, with an indirect effect of job satisfaction on employee commitment also observed. The conclusions of the assignment contribute to a deeper understanding of the importance of internal marketing and highlight its key role in creating a positive work environment, especially in dynamic conditions, which can have a positive impact on the success of organizations.
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