El marketing interno como clave del compromiso organizacional: La mediación del estrés laboral y la felicidad
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10783Palabras clave:
Compromiso organizacional, marketing interno, estrés laboral, felicidad laboral, retención de empleadosResumen
La presente investigación analiza la influencia del marketing interno en el compromiso organizacional, mediado por el estrés laboral y la felicidad laboral, en el contexto de la Gran Renuncia. Justificada por la necesidad de entender las interacciones entre estas variables para mejorar el bienestar y la retención de empleados en entornos empresariales desafiantes, este estudio tiene como objetivos evaluar la relación directa entre marketing interno y compromiso organizacional, y determinar el papel mediador del estrés y la felicidad laboral. Se utilizó una metodología cuantitativa con un diseño no experimental y transversal, recopilando datos a través de un cuestionario en línea administrado a una muestra de 233 empleados de diversas industrias en México, y los datos fueron analizados mediante el modelado de ecuaciones estructurales (PLS-SEM). Los resultados principales indican que el marketing interno tiene una relación positiva y significativa con el compromiso organizacional (β = 0.315, p = 0.01) y la felicidad laboral (β = 0.562, p = 0.01), y una relación negativa con el estrés laboral (β = -0.317, p = 0.01), sin encontrar una relación significativa entre el estrés laboral y el compromiso organizacional (β = 0.050, p = 0.343). Se concluye que la felicidad laboral media significativamente la relación entre marketing interno y compromiso organizacional, subrayando la importancia de implementar estrategias de marketing interno y programas de bienestar para fortalecer el compromiso organizacional y mejorar el entorno laboral.
Descargas
Citas
Abdelmoteleb, S. A. (2019). A New Look at the Relationship Between Job Stress and Organizational Commitment: a Three-Wave Longitudinal Study. Journal of Business and Psychology, 34(3), 321-336. https://doi.org/10.1007/s10869-018-9543-z
Afsar, B., Al-Ghazali, B. M., Cheema, S., & Javed, F. (2020). Cultural intelligence and innovative work behavior: the role of work engagement and interpersonal trust. European Journal of Innovation Management, 24(4), 1082-1109. https://doi.org/10.1108/ejim-01-2020-0008
Alameeri, K., Alshurideh, M., Kurdi, B. A., & Salloum, S. A. (2020). The effect of work environment happiness on employee leadership. In Advances in intelligent systems and computing (pp. 668-680). https://doi.org/10.1007/978-3-030-58669-0_60
Almaslukh, F. M. O., Khalid, H., & Sahi, A. M. (2022). The Impact of Internal Marketing Practices on Employees' Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector. Sustainability, 14(15), 9301. https://doi.org/10.3390/su14159301
Aruldoss, A., Kowalski, K. B., & Parayitam, S. (2020). The relationship between quality of work life and work-life-balance mediating role of job stress, job satisfaction and job commitment: evidence from India. Journal of Advances in Management Research, 18(1), 36-62. https://doi.org/10.1108/jamr-05-2020-0082
Bakker, A. B., & De Vries, J. D. (2020). Job Demands-Resources theory and self-regulation: new explanations and remedies for job burnout. Anxiety Stress & Coping, 34(1), 1-21. https://doi.org/10.1080/10615806.2020.1797695
Bakker, A. B., & Demerouti, E. (2016). Job demands-resources theory: Taking stock and looking forward. Journal of Occupational Health Psychology, 22(3), 273-285. https://doi.org/10.1037/ocp0000056
Bashir, B., & Gani, A. (2020). Testing the effects of job satisfaction on organizational commitment. Journal of Management Development, 39(4), 525-542. https://doi.org/10.1108/JMD-07-2018-0210
Bulińska-Stangrecka, H., & Bagieńska, A. (2021). The role of employee relations in shaping job satisfaction as an element promoting positive mental health at work in the era of COVID-19. International Journal of Environmental Research and Public Health, 18(4), 1903. https://doi.org/10.3390/ijerph18041903
Chang, C. S., & Chang, H. C. (2008). Perceptions of internal marketing and organizational commitment by nurses. Journal Of Advanced Nursing, 65(1), 92-100. https://doi.org/10.1111/j.1365-2648.2008.04844.x
Charles-Leija, H., Castro, C. G., Toledo, M., & Ballesteros-Valdés, R. (2023). Meaningful work, happiness at work, and turnover intentions. International Journal of Environmental Research and Public Health/International Journal of Environmental Research and Public Health, 20(4), 3565. https://doi.org/10.3390/ijerph20043565
Chen, Q., Huang, R., Pak, K. Y., & Hou, B. (2020). Internal marketing, employee satisfaction and cultural congruence of Gulf airlines. Tourism Review, 76(6), 1214-1227. https://doi.org/10.1108/tr-06-2019-0266
Chiu, W., Won, D., & Bae, J. (2019). Internal marketing, organizational commitment, and job performance in sport and leisure services. Sport, Business and Management, 10(2), 105-123. https://doi.org/10.1108/SBM-09-2018-0066
Cohen, S., Kamarck, T., & Mermelstein, R. (1983). A Global Measure of Perceived Stress. Journal Of Health And Social Behavior, 24(4), 385.
https://doi.org/10.2307/2136404
Espasandín-Bustelo, F., Ganaza-Vargas, J., & Diaz-Carrion, R. (2020). Employee happiness and corporate social responsibility: the role of organizational culture. Employee Relations, 43(3), 609-629. https://doi.org/10.1108/er-07-2020-0343
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling (pp. 1-103). University of Akron Press.
Filimonau, V., Derqui, B., & Matute, J. (2020). The COVID-19 pandemic and organisational commitment of senior hotel managers. International Journal of Hospitality Management, 91, 102659. https://doi.org/10.1016/j.ijhm.2020.102659
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Galvan-Vela, E., Ravina-Ripoll, R., Salazar-Altamirano, M.A, & Sorzano Rodriguez, D. M. (2024). El trinomio compromiso, satisfacción y justicia organizacional en el binomio felicidad e intención de rotar. Retos, 14(28), 187-202. https://doi.org/10.17163/ret.n28.2024.01
Galván-Vela, E., Ruíz-Corrales, M., Ahumada-Tello, E., & Ravina-Ripoll, R. (2023). Eco-Innovation as a Positive and Happy Industry Externality: Evidence from Mexico. Sustainability, 15(8), 6417. https://doi.org/10.3390/su15086417
García-Buades, M. E., Peiró, J. M., Montañez-Juan, M. I., Kozusznik, M. W., & Ortiz-Bonnín, S. (2019). Happy-Productive Teams and Work Units: A Systematic review of the 'Happy-Productive Worker Thesis.' International Journal of Environmental Research and Public Health, 17(1), 69. https://doi.org/10.3390/ijerph17010069
Godin, I., Kittel, F., Coppieters, Y., & Siegrist, J. (2005). A prospective study of cumulative job stress in relation to mental health. BMC Public Health, 5(1), 67, 1-10. https://doi.org/10.1186/1471-2458-5-67
Grönroos, C. (2016). Service Management and marketing: Managing the Service Profit Logic. John Wiley & Sons.
Guerci, M., Hauff, S., & Gilardi, S. (2019). High performance work practices and their associations with health, happiness and relational well-being: are there any tradeoffs? The International Journal of Human Resource Management, 33(2), 329-359.https://doi.org/10.1080/09585192.2019.1695647
Gumasing, M. J. J., & Ilo, C. K. K. (2023). The impact of job satisfaction on creating a sustainable workplace: An empirical analysis of organizational commitment and lifestyle behavior. Sustainability, 15(13), 10283. https://doi.org/10.3390/su151310283
Guzeller, C. O., & Celiker, N. (2019). Examining the relationship between organizational commitment and turnover intention via a meta-analysis. International Journal of Culture, Tourism and Hospitality Research, 14(1), 102-120. https://doi.org/10.1108/ijcthr-05-2019-0094
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Jr, Hult, G. T. M., Ringle, C. M., Sarstedt, M., Apraiz, J. C., Carrión, G. a. C., & Roldán, J. L. (2019). Manual de Partial Least Squares Structural Equation Modeling (PLS-SEM) (Segunda Edición). https://doi.org/10.3926/oss.37
Hakim, L., & Hidayat, A. S. (2018). The effect of job stress and job satisfaction on organizational commitment. Indonesian Journal of Business and Economics, 1(1), 110-119. https://doi.org/10.25134/ijbe.v1i1.1363
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hernández-Arteaga, L. G., Salazar-Altamirano, M. A., Martínez-Arvizu, O. J., & Del Lourdes Arias Gómez, M. (2025). The CSR, Satisfaction, and commitment triad: its strategic effect on perceived performance. Ámbitos Revista Internacional De Comunicación, 67, 243-264. https://doi.org/10.12795/ambitos.2025.i67.13
Herrera, J., & De Las Heras-Rosas, C. (2021). The organizational commitment in the company and its relationship with the psychological contract. Frontiers in Psychology, 11, 609211, 1-14. https://doi.org/10.3389/fpsyg.2020.609211
Hong, Y., Zhang, Y., Xue, P., Fang, X., Zhou, L., Wei, F., Lou, X., & Zou, H. (2022). The influence of long working hours, occupational stress, and well-being on depression among couriers in Zhejiang, China. Frontiers in Psychology, 13, 928928, 1-12. https://doi.org/10.3389/fpsyg.2022.928928
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Jaswal, N., Sharma, D., Bhardwaj, B., & Kraus, S. (2024). Promoting well-being through happiness at work: a systematic literature review and future research agenda. Management Decision, 62(13), 332-369. https://doi.org/10.1108/md-08-2023-1492
Jou, J., Chou, C., & Fu, F. (2008). Development of an instrument to measure internal marketing concept. Journal of Applied Management and Entrepreneurship, 13(3), 66-85. https://www.proquest.com/openview/883e8d04d4ebe2d0265f2875072695dd/1?pq-origsite=gscholar&cbl=25565
Joung, H., Goh, B. K., Huffman, L., Yuan, J. J., & Surles, J. (2021). Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry. International Journal of Contemporary Hospitality Management, 27(7), 1618-1640. https://doi.org/10.1108/IJCHM-05-2014-0269
Karasek, R. A., & Theorell, T. (1990). Healthy work: Stress, productivity, and the reconstruction of working life (pp. 121-128). New York: Basic Books.
Kaur, P., Malhotra, K., & Sharma, S. K. (2020). Moderation-mediation framework connecting internal branding, affective commitment, employee engagement and job satisfaction: an empirical study of BPO employees in Indian context. Asia-Pacific Journal of Business Administration, 12(3/4), 327-348. https://doi.org/10.1108/apjba-10-2019-0217
Kim, J., & Jung, H. (2022). The effect of employee competency and organizational culture on employees' perceived stress for better workplace. International Journal of Environmental Research and Public Health/International Journal of Environmental Research and Public Health, 19(8), 4428. https://doi.org/10.3390/ijerph19084428
Kumar, M., Saini, A., & Jeet, K. (2024). Sustaining mental health amidst high-pressure job scenarios: a narrative review. International Journal of Community Medicine and Public Health, 11(8), 3319-3325. https://doi.org/10.18203/2394-6040.ijcmph20242197
Kun, A., & Gadanecz, P. (2019). Workplace happiness, well-being and their relationship with psychological capital: A study of Hungarian Teachers. Current Psychology, 41(1), 185-199. https://doi.org/10.1007/s12144-019-00550-0
Li, N., Zhang, L., Li, X., & Lu, Q. (2020). The influence of operating room nurses' job stress on burnout and organizational commitment: The moderating effect of over‐commitment. Journal of Advanced Nursing, 77(4), 1772-1782. https://doi.org/10.1111/jan.14725
Lubbe, S.M. (2013), "Elements of internal marketing as predictors of employee satisfaction", Unpublished dissertation, University of Pretoria.
Lyubomirsky, S., & Lepper, H. S. (1999). A measure of subjective happiness: Preliminary reliability and construct validation. Social Indicators Research, 46(2), 137-155. https://doi.org/10.1023/a:1006824100041
Mansourlakouraj, A., Abdollahi, D., & Rasouli, I. (2019). Effect of subjective well-being and quality of work life on job commitment of hospital staff. Iranian Journal of War and Public Health, 11(3), 169-174. https://doi.org/10.29252/ijwph.11.3.169
Martínez-Arvizu, O. J., Salazar-Altamirano, M. A., Galván-Vela, E., & Ravina-Ripoll, R. (2025). Happiness management e intención de rotar: diferencias sectoriales en los efectos de mediación del estrés. Revista De Estudios Empresariales, e9542.https://doi.org/10.17561/ree.n2.2025.9542
Martínez-Falcó, J., Sánchez-García, E., Marco-Lajara, B., & Millán-Tudela, L. A. (2024a). Enhancing employee wellbeing and happiness management in the wine industry: Unveiling the role of green human resource management. BMC Psychology, 12(1), 66, 1-13. https://doi.org/10.1186/s40359-024-01703-y
Martínez-Falcó, J., Sánchez-García, E., Marco-Lajara, B., & Millán-Tudela, L. A. (2024). Enhancing employee wellbeing and happiness management in the wine industry: Unveiling the role of green human resource management. BMC Psychology, 12(1), 66, 1-12.
https://doi.org/10.1186/s40359-024-01703-y
Mercader, V., Galván-Vela, E., Salazar-Altamirano, M. A., & Ravina-Ripoll, R. (2025). Business ethics, corporate social responsibility and fostering innovation as predictors of employee happiness. Suma De Negocios, 16(34), 92-103.
https://doi.org/10.14349/sumneg/2025.V16.N34.A9
Meyer, J. P., & Allen, N. J. (1997). Commitment in the workplace: Theory, Research, and Application. SAGE.https://doi.org/10.4135/9781452231556
Morán, R. C. D., Soto, J. M. S., Gómez, H. E. L., Camus, F. C. E., Quispe, J. F. P., Llaja, L. C., Tavera, Z. R. D., & Wong, F. M. R. (2023). Work stress as a Consequence of the COVID-19 Pandemic: A Systematic review. Sustainability, 15(6), 4701.https://doi.org/10.3390/su15064701
Nemteanu, M., & Dabija, D. (2021). The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(7), 3670. https://doi.org/10.3390/ijerph18073670
O'brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality and Quantity, 41(5), 673-690. https://doi.org/10.1007/s11135-006-9018-6
Parker, D. F., & DeCotiis, T. A. (1983). Organizational determinants of job stress. Organizational Behavior and Human Performance, 32(2), 160-177. https://doi.org/10.1016/0030-5073(83)90145-9
Pelealu, N. J. J., Rares, N. J. J., & Lotulung, N. L. J. H. (2023). The effect of job stress, job satisfaction and organizational commitment on employee performance of cv. calantha permai in manado. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 7(2), 651-660.
https://doi.org/10.36526/santhet.v7i2.3091
Qiu, J., Boukis, A., & Storey, C. (2021). Internal Marketing: A Systematic Review. Journal of Marketing Theory and Practice, 30(1), 53-67.
https://doi.org/10.1080/10696679.2021.1886588
Ravina-Ripoll, R., Díaz-García, G. A., Ahumada-Tello, E., & Galván-Vela, E. (2024). Emotional wage, happiness at work and organisational justice as triggers for happiness management. Journal of Management Development, 43(2), 236-252.
https://doi.org/10.1108/JMD-02-2023-0046
Ravina-Ripoll, R., Nunez-Barriopedro, E., Almorza-Gomar, D., & Tobar-Pesantez, L. (2021). Happiness Management: A culture to explore from brand orientation as a sign of responsible and sustainable production. Frontiers in Psychology, 12, 727845, 1-10.
https://doi.org/10.3389/fpsyg.2021.727845
Salas-Vallina, A., & Alegre, J. (2018). Happiness at work: Developing a shorter measure. Journal of Management & Organization, 27(3), 460-480. https://doi.org/10.1017/jmo.2018.24
Salazar-Altamirano, M. A., Galván-Vela, E., Ravina-Ripoll, R., & Bello-Campuzano, M. R. (2024a). Exploring job satisfaction in fitness franchises: A study from a human talent perspective. BMC Psychology, 12(1), 128, 1-11. https://doi.org/10.1186/s40359-024-01855-x
Salazar-Altamirano, M. A., Martínez-Arvizu, O. J., & Sánchez, D. G. (2024b). "Integration of internal marketing to optimise workplace happiness and reduce turnover intentions in the era of Industry 5.0". IROCAMM-International Review of Communication and Marketing Mix, 2(7), 26-50. https://doi.org/10.12795/IROCAMM.2024.v07.i02.02
Seligman, M. (2018). PERMA and the building blocks of well-being. The Journal of Positive Psychology, 13(4), 333-335.
https://doi.org/10.1080/17439760.2018.1437466
Sigit, N. H., & Muafi, M. (2022). The influence of internal marketing and organizational commitment on employee performance mediated by psychological capital. International Journal of Research in Business and Social Science (2147-4478), 11(8), 177-190.
https://doi.org/10.20525/ijrbs.v11i8.2179
Singh, A., & Banerji, R. (2022). Happiness at work, organization citizenship behaviour and workplace diversity: a study on Indian private sector bank employees. Industrial and Commercial Training, 54(3), 460-475. https://doi.org/10.1108/ICT-05-2021-0037
Tanhaei, M. H., Isfahani, A. N., & Ahmadabadi, M. N. (2013). Investigating the effect of internal marketing on employee happiness in University of Isfahan. International Journal of Academic Research in Business and Social Sciences, 3(9), 466-473.
https://doi.org/10.6007/IJARBSS/v3-i9/216
Uludag, O., Oluwajana, D., & Ekanem, E. (2023). Congruent internal marketing efforts to reduce turnover intentions among restaurant employees in the midst of COVID-19. Kybernetes, 52(7), 2347-2370. https://doi.org/10.1108/K-03-2022-0478
Wang, P., Chu, P., Wang, J., Pan, R., Sun, Y., Yan, M., Jiao, L., Zhan, X., & Zhang, D. (2020). Association between job stress and organizational commitment in three types of Chinese university teachers: Mediating effects of job burnout and job satisfaction. Frontiers in Psychology, 11, 576768, 1-10. https://doi.org/10.3389/fpsyg.2020.576768
Zegeye, Y. (2019). The effect of internal marketing on employee job satisfaction of Lion International Bank. Journal of Marketing and Consumer Research, 63, 8-17. https://doi.org/10.7176/JMCR/63-02
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2024 Mario Alberto Salazar-Altamirano, Orlando Josué Martínez-Arvizu, David Gómez Sánchez, Lorena Gabriela Hernández-Arteaga
Esta obra está bajo una licencia internacional Creative Commons Atribución-CompartirIgual 4.0.
El envío de un manuscrito a la Revista supone que el trabajo no ha sido publicado anteriormente (excepto en la forma de un abstract o como parte de una tesis), que no está bajo consideración para su publicación en ninguna otra revista o editorial y que, en caso de aceptación, los autores están conforme con la transferencia automática del copyright a la Revista para su publicación y difusión. Los autores retendrán los derechos de autor para usar y compartir su artículo con un uso personal, institucional o con fines docentes; igualmente retiene los derechos de patente, de marca registrada (en caso de que sean aplicables) o derechos morales de autor (incluyendo los datos de investigación).
Los artículos publicados en la Revista están sujetos a la licencia Creative Commons CC-BY-SA de tipo Reconocimiento-CompartirIgual. Se permite el uso comercial de la obra, reconociendo su autoría, y de las posibles obras derivadas, la distribución de las cuales se debe hacer con una licencia igual a la que regula la obra original.
Hasta el volumen 21 se ha estado empleando la versión de licencia CC-BY-SA 3.0 ES y se ha comenzado a usar la versión CC-BY-SA 4.0 desde el volumen 22.
