The relationship between marketing culture and organizational commitment

Seda Yildirim (Recep Tayyip Erdogan University, Rize, Turkey)
Ali Acaray (Department of Banking and Finance, Recep Tayyip Erdogan University, Rize, Turkey)
Burcu Candan (Department of Marketing, Kocaeli University, Kocaeli, Turkey)

World Journal of Entrepreneurship, Management and Sustainable Development

ISSN: 2042-5961

Publication date: 14 March 2016

Abstract

Purpose

The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations between dimensions or marketing culture and dimensions of organizational commitment were investigated. Prior studies have shown that there were significant relationships between organizational culture and organizational commitment. Accordingly it is that there is a significant relationship between marketing culture and organizational commitment.

Design/methodology/approach

This research collected data via survey method in Istanbul, Turkey. The survey forms were implemented to employees who were selected by convenience sampling method from one private bank’s agencies and 318 employees participated to the survey implementation.

Findings

With the help of canonical correlation analyze, it was found out that there was a significant relationship between marketing culture and organizational commitment. Accordingly the main hypothesis was supported. Also relations between dimensions of marketing culture and dimensions of organizational commitment were concluded through their canonical loadings.

Research limitations/implications

This study used two main scales from the literature to determine marketing culture and organizational commitment. For marketing culture, Webster’s (1990) marketing culture scale was preferred to determine marketing culture of employees. Organizational commitment was evaluated in three basic dimensions as affective commitment, continuance commitment and normative commitment according to Meyer and Allen’s (1997) scale. For future studies, different types of scales can be used differently in another service sector or business. The results can give some useful information essentially for managers from banking sector.

Originality/value

This study has an important originality as being the first one that investigates the relationship between marketing culture and organizational culture in a related literature. So it is thought to show significant relations between marketing culture’s factors and organizational commitment’s factors.

Keywords

Citation

Seda Yildirim, Ali Acaray and Burcu Candan (2016) "The relationship between marketing culture and organizational commitment", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 12 No. 1, pp. 66-80

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DOI

: https://doi.org/10.1108/WJEMSD-08-2015-0035

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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