Impact of Internal Marketing Practices on the Organizational Commitment of the employees of the Insurance Companies in Jordan

Abstract

The study aimed to investigate the impact of Internal Marketing Practices on the Organizational Commitment of the employees of the insurance companies in Jordan, five practices of the Internal Marketing were handled by this study namely (rewards and incentives, managerial support, internal communication, training programs, and empowerment ), the organizational commitment was the dependent variable which consists three dimensions namely (Continuous commitment, Emotional commitment, Normative commitment). The study population consists of employees of the insurance companies in Jordan, A sample was taken from the population comprises 400 subjects, 374 returned valid for analysis. To collect data from the study sample a questionnaire was used built based on the previous studies .To achieve the study objective, and test the hypotheses a statistical program SPSS was used. Results for the study indicated that all internal marketing practices (Rewards and incentives, Managerial support, Internal communication, Training programs, and Empowerment) have the effect of improving the organizational commitment of staff in the insurance companies in Jordan, and was the highest-dimensional effect in terms of rewards and incentives. Based on the study results, the researchers recommend the managers and decision makers of insurance companies in Jordan to enhance training programs practice by dispatching staff in the external and internal training programs and promotes the principle of the exchange of experiences between the old and new staff.