Internal Marketing, Organizational Trust, and Commitment in Maritime Business

Abstract

The increase in world trade and competition resulting from globalization leads businesses to differentiate. Service delivery and quality enable businesses to gain a competitive advantage. For this reason, the expectations and needs of human resources, essential capital of businesses, must be known and met. The current study examined the relationships between internal marketing and organizational trust and commitment. In this context, research data was obtained using the questionnaire applied to 212 employees randomly selected among the employees of a maritime organization operating in Turkey, using the Five-point Likert Scale. IBM SPSS Statistics 24 package program was used to analyse the data. Reliability and validity analysis were applied to organizational trust, commitment, and internal marketing variables. Relationships between variables were tested with correlation analysis. As a result of the analysis, it was determined that there were positive significant relationships between internal marketing, organizational trust, and organizational commitment variables. In this context, the study has practical importance for managers and entrepreneurs. In an increasingly competitive environment, achieving a sustainable competitive advantage for both organizations and entrepreneurs will depend on focusing on the human element, the most essential capital. Internal marketing practices offer managers and entrepreneurs opportunities for this.