Abstract:
Organizational commitment is the fundamental factor essential to organizational success. This
study aims to 1) examine the differences in organizational commitment levels based on
demographic factors, 2) develop and validate the causal relationship model of internal
marketing, organizational culture, job satisfaction and organizational commitment. A mixed
method of both quantitative and qualitative research was employed. Data was collected
through a questionnaire for 622 personnel of the administrative center of the southern border
provinces of Thailand, and through 6 focus group discussions. The findings revealed that
organizational commitment is significantly different based on tenure. The personnel who
worked less than 5 years are less committed than those who worked longer. The results also
found that internal marketing, organizational culture and job satisfaction have positive direct
and significant effects on organizational commitment. Furthermore, job satisfaction mediates
the relationship between internal marketing and organizational commitment. These implied
that organization executives should prioritize effective internal marketing and develop a
strong organizational culture in order to reinforce both job satisfaction and organizational
commitment. Enhancing the job satisfaction of personnel can also raise their organizational
commitment.
