The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe
This study aims to establish the influence of internal marketing on employees' organizational commitment towards the small and medium retailing enterprise sector in Zimbabwe. The social exchange theory and the side-bet theory anchored the theoretical foundation of this study. A drop and pick-up...
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| Format: | Article |
| Language: | English |
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Academy of Business and Emerging Markets
2025-07-01
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| Series: | Journal of the Academy of Business and Emerging Markets |
| Subjects: | |
| Online Access: | https://www.abem.ca/x/JABEM-2025-V5N2-1.pdf |
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| _version_ | 1849245684948008960 |
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| author | Clay Hutama Basera Marius Potgieter |
| author_facet | Clay Hutama Basera Marius Potgieter |
| author_sort | Clay Hutama Basera |
| collection | DOAJ |
| description | This study aims to establish the influence of internal marketing on employees' organizational commitment towards the small and medium retailing enterprise sector in Zimbabwe. The social exchange theory and the side-bet theory anchored the theoretical foundation of this study. A drop and pick-up survey strategy was used to collect data from retailing personnel. An undisguised structured questionnaire was administered to selected participants and had question items on demographics, internal marketing (rewards, training, internal communication, and empowerment), and organizational commitment. The results indicate that internal marketing variables influence the organizational commitment of SME retail employees. Implications for managers are that proper implementation of internal marketing strategies by retail SME managers can result in higher levels of employee organizational commitment, vital for organizational competitiveness. |
| format | Article |
| id | doaj-art-aafb3bc906574df886e73395626dbc56 |
| institution | Kabale University |
| issn | 2563-6960 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Academy of Business and Emerging Markets |
| record_format | Article |
| series | Journal of the Academy of Business and Emerging Markets |
| spelling | doaj-art-aafb3bc906574df886e73395626dbc562025-08-20T03:58:44ZengAcademy of Business and Emerging MarketsJournal of the Academy of Business and Emerging Markets2563-69602025-07-0152316https://doi.org/10.5281/zenodo.16556921The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in ZimbabweClay Hutama Basera0https://orcid.org/0000-0002-4475-4563Marius Potgieter1https://orcid.org/0000-0003-0854-2165North-West University, South AfricaNorth-West University, South AfricaThis study aims to establish the influence of internal marketing on employees' organizational commitment towards the small and medium retailing enterprise sector in Zimbabwe. The social exchange theory and the side-bet theory anchored the theoretical foundation of this study. A drop and pick-up survey strategy was used to collect data from retailing personnel. An undisguised structured questionnaire was administered to selected participants and had question items on demographics, internal marketing (rewards, training, internal communication, and empowerment), and organizational commitment. The results indicate that internal marketing variables influence the organizational commitment of SME retail employees. Implications for managers are that proper implementation of internal marketing strategies by retail SME managers can result in higher levels of employee organizational commitment, vital for organizational competitiveness. https://www.abem.ca/x/JABEM-2025-V5N2-1.pdfmarketinginternal marketingcommitmentorganizational commitmentretailing smes |
| spellingShingle | Clay Hutama Basera Marius Potgieter The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe Journal of the Academy of Business and Emerging Markets marketing internal marketing commitment organizational commitment retailing smes |
| title | The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe |
| title_full | The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe |
| title_fullStr | The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe |
| title_full_unstemmed | The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe |
| title_short | The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe |
| title_sort | influence of internal marketing on employees organizational commitment evidence from small and medium retailing enterprises in zimbabwe |
| topic | marketing internal marketing commitment organizational commitment retailing smes |
| url | https://www.abem.ca/x/JABEM-2025-V5N2-1.pdf |
| work_keys_str_mv | AT clayhutamabasera theinfluenceofinternalmarketingonemployeesorganizationalcommitmentevidencefromsmallandmediumretailingenterprisesinzimbabwe AT mariuspotgieter theinfluenceofinternalmarketingonemployeesorganizationalcommitmentevidencefromsmallandmediumretailingenterprisesinzimbabwe AT clayhutamabasera influenceofinternalmarketingonemployeesorganizationalcommitmentevidencefromsmallandmediumretailingenterprisesinzimbabwe AT mariuspotgieter influenceofinternalmarketingonemployeesorganizationalcommitmentevidencefromsmallandmediumretailingenterprisesinzimbabwe |