Factors influencing organization commitment : Internal marketing orientation, external marketing orientation, and subjective well-being

Purpose The purpose of this paper is to investigate the effects of internal marketing orientation, external marketing orientation, and subjective well-being on the affective organizational commitment of frontline employees. Design/methodology/approach Previous research was used to develop hypotheses and develop a questionnaire for this project. An online survey was completed by 108 frontline employees. Findings The hypothesized model of all three variables having positive effects on organization commitment was supported. Internal marketing orientation, external marketing orientation, and subjective well-being were significant predictors of affective organizational commitment. Research limitations/implications A key limitation of this study is the cross-sectional, data collection design. A longitudinal study would allow for increased confidence when evaluating causal inferences with this type of data. Practical implications This paper identifies how managers may be able to use internal marketing orientation, external marketing orientation, and subjective well-being as potential tools to increase the affective organizational commitment of frontline employees. Social implications This paper demonstrates the importance of subjective well-being as an important component of life for an employee and success of the organization. Originality/value This paper extends current research on affective organizational commitment by testing a new model that includes internal marketing orientation, external marketing orientation, and subjective well-being as predictor variables.