الفهرس | Only 14 pages are availabe for public view |
Abstract The purpose of this study is to explain the significant relationship between the individual’s perception of internal marketing dimensions, from the side of fairness, in enhancing the employees’ readiness to marketing innovation and their intention to leave through the mediating role of innovative work behavior at the private higher education institutions setting in Egypt (PHEIs). Although, there are few studies have been concerned with the dimensions/ variables that may affect employees’ readiness to marketing innovation and their intention to leave such individual’s perception of internal marketing and innovative work behavior. The five dimensions of internal marketing are considered at this research, namely, appropriate workload, rewards, information sharing, internal communications, work-family balance and environmental and spatial conditions. The target population consisted of comprehensive group of individuals worked as full-timers at thirteen private universities and academies in Egypt have participated to the study. The research model is developed using stepwise multiple liner regression analysis on the sample of 438 experienced employees at the middle and top levels in different PHEIs. The research offers new perspective of how perception of internal marketing from side of fairness and its dimensions able to introduce a new modal including such determinates which can strength the relationship between the study variables. As a result, this research revealed that internal marketing dimensions are an effective tool for explaining innovative behavior, readiness to marketing innovation and intention to leave of permanent employees. The originality of this research has also addressing the role of internal marketing beside innovative behavior as antecedents of marketing innovation and employees’ intention to leave. Moreover, the employees’ readiness to marketing innovation has never been tested as a consequence of internal marketing. This study covers this gap detected in the literature and provides evidence supporting them |