Impact of Internal Marketing on Organizational Commitment among Executive Employees in Ship Building and Repair Industry in Sri Lanka

Attracting employees and getting them to commit to the organizational goals and objectives are major issues today. This study aims to evaluate the impact of internal marketing on organizational commitment in the shipbuilding and ship repair industry in Sri Lanka. This research is conducted using positivism philosophy under a deductive approach. The data for this quantitative study is collected through a structured questionnaire. Data is analyzed through regression analysis. The findings reveal that internal marketing has a strong correlation with the employees' organizational commitment. As the major findings, it is found upon the selected internal marketing dimensions that are internal communication, rewards, training & development, have a positive impact on organizational commitment while employee empowerment has less effect on employee behavior. The results will help the management in the context of raising awareness in internal marketing.