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Arab Academy for Science, Technology and Maritime Transport
Graduate school of Business MBA Program–Alexandria
“Determine the effect of relationship between internal marketing variables and employees’ job satisfaction and organizational
commitment:
Case study of Arab Academy for Science, Technology and Maritime Transport”Thesis submitted in Partial Fulfillment of the Academic MBA Degree in Marketing
Submitted by:
Sally Yassin Ali Hassan Supervised by:
Prof. Dr. Mohamed Farid El Sahn Dr. Eman Mohamed Abd El Salam
2 2013
Acknowledgments
First, I would like to thank Prof. Dr. Farid Elsahn for his constructive guidance in the completion of this work. I am particularly indebted to Dr. Eman Abd Elsalam, for her mentorship during my Master‘s business program. She gave me so much of her valuable time and knowledge. I appreciate the steady encouragement she provided to me throughout my entire Master‘s pursuit. I also must express my deepest gratitude to my precious parents, Yassin and Amal, who encouraged me to pursue my dream and accomplish this achievement. They both offered me the foundation I needed to get to where I am today.
Special thanks for their understanding of my time constraints and lending me wings to soar.
Sincere recognitions go to my sister and brother, Sarah and Ali, whose support made the long days of research possible. They believed in me and in my determination to finish this work. My appreciation goes to my great uncle whom I love so much; he is a father and a friend.
I would like to acknowledge my friends Dr. Mona Abd El-Ghany, Dr. Marwa Abd El-Ghany, Dr. Nermine Khalifa, Dr. Taha Kassem, and my dear friends Amina Yacoub and Lamiaa Moustafa, whose friendship has made a difference in my personal and professional development. Thank you for the advice and the wonderful lunches when I needed direction and support.
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Abstract
This research presents information on the relationship between internal marketing and job satisfaction, and between job satisfaction and organizational commitment, using a case study method. The case study is of the Arab Academy for Science Technology and Maritime Transportation.
The research design was descriptive with a hypothesis, and a quantitative data collection method was used in this research. Automated random sampling was used. The sample drawn was from Alexandria Abu Kier Campus of the AAST. A probability area sampling technique was used to collect 305 usable questionnaires.
The results of the data analysis show that all the variables studied have an effect on job satisfaction, while job satisfaction in turn has an effect on organizational commitment.
The findings of the study lead to many recommendations for the managers in the Arab Academy, as well as some suggestions for future studies.
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Contents
Acknowledgments ... 2
Abstract ... 4
Chapter 1: Introduction ... 13
1.1 Background of the Study ... 13
1.2 Research Problem ... 15
1.3 Importance of the Research ... 16
1.3.1 Academic Importance ... 16
1.3.2 Practical Importance ... 16
1.4 Research Objectives and Research Questions ... 17
1.5 Research Hypotheses ... 19
1.6 Study Plan ... 20
Chapter 2: Literature Review ... 21
2.1. Introduction ... 21
2.2. Internal Marketing ... 21
2.2.1. Communication ... 23
2.2.1.1. The Relationship between Communication and Job Satisfaction. ... 24
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2.2.2. Empowerment ... 26
2.2.2.1. The Relationship between Empowerment and Job Satisfaction ... 27
2.2.3. Organizational Culture ... 29
2.2.3.1 The Relationship between Organizational Culture and Job Satisfaction ... 33
2.2.4. Training ... 36
2.2.4.1. The Relationship between Training and Job Satisfaction ... 38
2.2.5. Motivation ... 38
2.2.5.1. The Relationship between Motivation and Job Satisfaction ... 40
2.3. Job Satisfaction ... 41
2.4. Organizational Commitment ... 42
2.4.1. The Relationship between Job Satisfaction and Organizational Commitment ... 43
2.5. Summary ... 44
Chapter 3: Methodology and Research Design ... 45
3.1 Introduction ... 45
3.2 Description of the Research Design ... 45
3.3 Theoretical Framework (Proposed Research Model) ... 50
3.4 Conceptual and Operational Definitions of Research Variables ... 53
3.5 Population and Sampling ... 57
3.6 Data Collection Method ... 58
3.7 Statistical Analysis Methods ... 59
Chapter 4: Data Analysis and Results ... 60
4.2 Reliability and Validity ... 60
4.2.1 Reliability Analysis Table ... 61
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4.2.2 Validity Analysis ... 62
4.3 Checking the Methodological Assumptions ... 63
4.3.1 Normality of the Error ... 63
4.3.2 Linearity ... 63
4.3.3 Homoscedasticity ... 64
4.3.4 Autocorrelation ... 64
4.3.5 Multicollinearity ... 66
4.4 Demographics of the Sample ... 67
4.5 Testing the Research Hypotheses ... 72
4.5.1 Hypothesis 1 Testing: Communication and Employee Job Satisfaction ... 75
4.5.2 Hypothesis 2 Testing: Empowerment and Employee Job Satisfaction ... 75
4.5.3 Hypothesis 3 Testing: Organizational Culture and Employee Job Satisfaction ... 76
4.5.4 Hypothesis 4 Testing: Training and Employee Job Satisfaction ... 78
4.5.5 Hypothesis 5 Testing: Motivation and Employee Job Satisfaction ... 79
4.5.6 Hypothesis 6 Testing: Employee Job Satisfaction and Organizational Commitment ... 80
4.6 Regression Analysis ... 81
4.6.1 Multiple Linear Regressions ... 81
4.6.2 Stepwise Method ... 85
Chapter 5: Discussion, Implications, and Recommendations ... 89
5.1 Discussion of the Findings ... 89
5.2 Managerial Implications of the Study ... 95
5.3 Research Contribution ... 97
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5.4 Recommendations ... 98
5.5 Limitations of the Research and Directions for Future Studies ... 100
References ... 104
Appendices ... 124
Appendix A: English and Arabic Questionnaires ... 124
Appendix B: Statistical Tables ... 159
List of Figures
Page 2.1 Elements of Internal Marketing (Gounaris, 2008)………... 22 2.2 Organizational Culture and Leadership Types (Chang and Lee, 2007)……... 27 2.3 Organizational Culture, Job Satisfaction, and Turnover Intention (Park and Kim, 2009)………... 283.1 The Logical Structure of the Quantitative Research Process (Bryman, 41
9 2004)
3.2 The Research
Model……….
42
List of Tables
Page
2.1 Types of Organizational Culture (Cameron and Freeman, 1991)………….
26-27
3.1 Definitions of Research
Variables……….
43-46
4.1 Reliability Analysis, Cronbach‘s Alpha Coefficients………...
51
4.2 Summary of Durbin-Watson Values for the Research Variables 54
10 (a)………
4.3 Summary of Durbin-Watson Values for the Research Variables (b)………
54
4.4 Multicollinearity Statistics for Diagnosis Test of Variables……….
55-56
4.5 Gender of
Respondents……….
56
4.6 Age of
Respondents………..
57
4.7 Respondents‘ Years of Word
Experience……….
57-58
4.8 Respondents‘ Level of
Education……….
58
4.9 Respondents‘ Monthly
Income……….
59
4.10.a Correlation Coefficients between the Independent Variables and the Dependent Variable of Job
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Satisfaction………
60
4.10.b Correlation Coefficient between the Independent Variable of Job Satisfaction and the Dependent Variable of Organizational
Commitment... 60
4.11 Correlation Coefficients between the Independent Variables and the Dependent Variable of Job
Satisfaction……… 62
4.12.a Regression Analysis for the Research Variables (a)……….
67-68
4.12.b Regression Analysis for the Research Variables (b)……….
69
4.13 Stepwise Regression Analysis Model Summary………...
71
4.14 Stepwise Regression Analysis (ANOVA Significance Test)………
71-72
4.15 Stepwise Regression Analysis (Beta Coefficients)………...
72-73