The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment
The public sector has made significant innovations in its contemporary operations. Beyond digitisation, enhancing the processes involving public servants is necessary to provide effective service to citizens. This study examines the connection between internal marketing strategies and job satisfact...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2025-03-01
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| Series: | Journal of Business Economics and Management |
| Subjects: | |
| Online Access: | https://jest.vgtu.lt/index.php/JBEM/article/view/23371 |
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| _version_ | 1850225214428807168 |
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| author | Ovidiu-Iulian Bunea Ruxandra-Irina Popescu Răzvan-Andrei Corboș Oana-Matilda Sabie Marian Iulian Trușcă |
| author_facet | Ovidiu-Iulian Bunea Ruxandra-Irina Popescu Răzvan-Andrei Corboș Oana-Matilda Sabie Marian Iulian Trușcă |
| author_sort | Ovidiu-Iulian Bunea |
| collection | DOAJ |
| description |
The public sector has made significant innovations in its contemporary operations. Beyond digitisation, enhancing the processes involving public servants is necessary to provide effective service to citizens. This study examines the connection between internal marketing strategies and job satisfaction among public sector employees in Romania. Through quantitative analysis and a questionnaire-based approach, the research explores various internal marketing dimensions such as communication, training, rewards, and empowerment. Using robust statistical methods, particularly partial least squares structural equation modelling (PLS-SEM), the study explores the complex relationships between these dimensions and job satisfaction. Aligned with the principles of new public management (NPM), this research pioneers the investigation of internal marketing in the public sector. The findings reveal nuanced dynamics, demonstrating that while internal communication indirectly influences job satisfaction by empowering employees, training has a direct impact. Additionally, fair reward systems directly contribute to satisfaction, while empowerment emerges as a significant standalone factor. The study emphasises the importance of strategic programme design in communication, training and rewards, recognizing empowerment as a key driver of job satisfaction among public sector employees.
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| format | Article |
| id | doaj-art-1ba3e8d8dfd0405499285efe1f6d3bf4 |
| institution | OA Journals |
| issn | 1611-1699 2029-4433 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Journal of Business Economics and Management |
| spelling | doaj-art-1ba3e8d8dfd0405499285efe1f6d3bf42025-08-20T02:05:25ZengVilnius Gediminas Technical UniversityJournal of Business Economics and Management1611-16992029-44332025-03-0126110.3846/jbem.2025.23371The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowermentOvidiu-Iulian Bunea0Ruxandra-Irina Popescu1Răzvan-Andrei Corboș2Oana-Matilda Sabie3Marian Iulian Trușcă4Faculty of Management, Bucharest University of Economic Studies, Bucharest, RomaniaFaculty of Administration and Public Management, Bucharest University of Economic Studies, Bucharest, RomaniaFaculty of Management, Bucharest University of Economic Studies, Bucharest, RomaniaFaculty of Administration and Public Management, Bucharest University of Economic Studies, Bucharest, RomaniaFaculty of Administration and Public Management, Bucharest University of Economic Studies, Bucharest, Romania The public sector has made significant innovations in its contemporary operations. Beyond digitisation, enhancing the processes involving public servants is necessary to provide effective service to citizens. This study examines the connection between internal marketing strategies and job satisfaction among public sector employees in Romania. Through quantitative analysis and a questionnaire-based approach, the research explores various internal marketing dimensions such as communication, training, rewards, and empowerment. Using robust statistical methods, particularly partial least squares structural equation modelling (PLS-SEM), the study explores the complex relationships between these dimensions and job satisfaction. Aligned with the principles of new public management (NPM), this research pioneers the investigation of internal marketing in the public sector. The findings reveal nuanced dynamics, demonstrating that while internal communication indirectly influences job satisfaction by empowering employees, training has a direct impact. Additionally, fair reward systems directly contribute to satisfaction, while empowerment emerges as a significant standalone factor. The study emphasises the importance of strategic programme design in communication, training and rewards, recognizing empowerment as a key driver of job satisfaction among public sector employees. https://jest.vgtu.lt/index.php/JBEM/article/view/23371internal marketingjob satisfactionPLS-SEMempowermentnew public managementpublic sector |
| spellingShingle | Ovidiu-Iulian Bunea Ruxandra-Irina Popescu Răzvan-Andrei Corboș Oana-Matilda Sabie Marian Iulian Trușcă The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment Journal of Business Economics and Management internal marketing job satisfaction PLS-SEM empowerment new public management public sector |
| title | The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment |
| title_full | The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment |
| title_fullStr | The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment |
| title_full_unstemmed | The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment |
| title_short | The influence of internal marketing on job satisfaction in the Romanian public sector and the mediating role of empowerment |
| title_sort | influence of internal marketing on job satisfaction in the romanian public sector and the mediating role of empowerment |
| topic | internal marketing job satisfaction PLS-SEM empowerment new public management public sector |
| url | https://jest.vgtu.lt/index.php/JBEM/article/view/23371 |
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