The relationship between marketing culture and organizational commitment. An empirical study in Turkey
| Date | 14 March 2016 |
| Pages | 66-80 |
| Published date | 14 March 2016 |
| DOI | https://doi.org/10.1108/WJEMSD-08-2015-0035 |
| Author | Seda Yildirim,Ali Acaray,Burcu Candan |
| Subject Matter | Strategy,Business ethics,Sustainability |
The relationship between
marketing culture and
organizational commitment
An empirical study in Turkey
Seda Yildirim
Recep Tayyip Erdogan University, Rize, Turkey
Ali Acaray
Department of Banking and Finance, Recep Tayyip Erdogan University,
Rize, Turkey, and
Burcu Candan
Department of Marketing, Kocaeli University, Kocaeli, Turkey
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 Organizational commitment, Banking sector, Marketing culture
Paper type Research paper
1. Introduction
Every organization has its own culture and sub-culture (Morgan, 1998) that
organizational culture is also influenced both by external and internal cultural factors
(Schein, 1996). Accordingly, organizational culture is consisted of shared values,
attitudes, interaction, norms with a culture by employees in an organization (Callahan
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 12 No. 1, 2016
pp. 66-80
©Emerald Group Publishing Limited
2042-5961
DOI10.1108/WJEMSD-08-2015-0035
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2042-5961.htm
66
WJEMSD
12,1
To continue reading
Request your trial