The Effect of Internal Marketing on Self-Determination by Means of Affective Commitment and Interpersonal Satisfaction

The purpose of this empirical study is to understand how internal marketing affects self-determination by means of affective commitment and interpersonal satisfaction, and determine whether this marketing brings positive effects to self-determination. After analyzing the causal relationship of variables on internal marketing, affective commitment, interpersonal satisfaction and self-determination, it has been determined that internal marketing and self-determination have indirect effects on affective commitment and interpersonal satisfaction. However, internal marketing was found not to play any critical role in improving self-determination. Internal marketing has also been proven to have positive influence on affective commitment and improve the satisfaction on interpersonal relations. Interpersonal satisfaction is a factor for improving affective commitment, and together with affective commitment have positive effects on self-determination. It has also been proven that interpersonal satisfaction and self-determination have indirect effects on Affective Satisfaction.