THE EFFECT OF INTERNAL MARKETING ON EMPLOYEES’ ORGANIZATIONAL COMMITMENT THROUGH THEIR JOB SATISFACTION: THE CASE OF HEALTHCARE SECTOR IN SERBIA

The purpose of this paper was to examine the link between internal marketing (IM) and employees’ organizational commitment (OC) through their job satisfaction (JS). The data were collected through an on-line survey from 278 employees in various public healthcare institutions in Belgrade. In order to test the hypotheses, partial least squares structural equation modelling was used. The results of this research showed that employees’ JS partially mediates the relationship between IM activities and employees’ OC. These results are relevant for healthcare marketing professionals and managers of healthcare institutions since they show the significant role of IM in improving employees’ OC and the importance of nurturing employees’ JS as a job-related attitude. The obtained results are also important since they support decision makers in promoting the IM concept in healthcare sector