NDLI: The Relationship between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance

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The Relationship between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance

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The Relationship between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance

Content Provider	ACM Digital Library
Author	Lee, Wan-I Chen, Chun-Chi Lee, Chien-Cheng
Abstract	Nowadays, the economic environment is competitive, various companies are all competing for the greatest profit; but create the blue ocean market is not so easy. Therefore, in foreign, many successful businesses focus on human, usage of incentives, empowerment, and educational training to increase the employees' commitment to the organization and to improve efficiency. Enterprise is an organization of human, most of the links cannot be surpassed or replaced. In contrast, the salary is generally low in domestic enterprises. The phenomenon of employees are squeezed is not uncommon. Managers sacrifice human capital in exchange for a slight profit. Take the service industry for example, when employees are treated unfairly, how do they service and satisfy the customers? Therefore, this study takes the customer-oriented market for survey objection. From the perspective of employee, under the business through internal marketing and managers' charismatic leadership, to understand whether the employees can bring good effects to increase organizational commitment. At the same time, whether employees are able to provide a better service to customer through organizational commitment, to improve performance and bring the greater profits for company. This study firstly confirms research variables and the framework by literature reviews, and then uses online questionnaires to collect data. Finally, we use SPSS, AMOS and SEM to test the hypotheses in this study. Under the framework for internal marketing, the results of research are as the followings: 1. Internal marketing will positively affect the organizational commitment. 2. Organizational commitment will positively affect performance. 3. Charismatic leadership will enhance the effect of organizational commitment and performance. This study finds out that when the organization provides education and training, reward system and good communication channels, employees can effectively improve organizational commitment, dedication to the organization over the long term and are willing to stay; further increase their skills and knowledge of company, to bring better performance. In addition, managers can enhance the effect of organizational commitment to performance. In other words, charismatic leader can lead and influence employees, is the cornerstone of a successful business. Finally, the expected results of this study can provide a reference of charismatic leadership to academic, and also help companies improve their performance and to maintain the competitive advantage with the right thinking.
Starting Page	1
Ending Page	5
Page Count	5
File Format	PDF
ISBN	9781450334617
DOI	10.1145/2781562.2781563
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2015-08-03
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Organizational commitment Internal marketing orientation Charismatic leadership Performance
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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