Adopting an internal marketing approach, this study attempts to provide a deeper understanding of the
organisational commitment-service quality relationship in the service context. This is done by empirically
testing the relationships that the three components of organizational commitment (affective, continuance and
normative) have with the service quality of customer-contact employees. The hypotheses were framed by
critically reviewing the extant literature in the areas of services marketing and human resource management.
A large sample comparative study was conducted on employees in Kantor Bersama Samsat Di Propinsi
Kaltim. Study explore the important question of how the three components of organizational commitment
influence the employee-perceived service quality differently in Kantor Bersama Samsat. The findings indicate
that in Kantor Bersama Samsat, both affective commitment and continuance commitment have significant
positive impact on service quality while in Kantor Bersama Samsat, only affective commitment is found to
affect service quality significantly. Having established the commitment-service quality relationship, the
implications for designing internal marketing strategies are further discussed.

Creator(s)

• MUCHTAR HIDAYAT

Contributor(s)

-

Publisher

Universitas Kristen Petra; 2010

Language

Indonesian

Category

jou – Journal

Sub Category

-

Source

Jurnal Manajemen dan Kewirausahaan, Vol. 12, No. 1, Maret 2010: 11-23; Muchtar Hidayat (NA00404057)

Subject(s)

• CONSUMER BEHAVIOR
• CONSUMER SATISFACTION

File(s)

• jiunkpe-ns-jou-2010-na00404057-18856-stnk-resource1.pdf