الدور الوسيط "للملكية النفسية تجاه الوظيفة" على العلاقة بين ممارسات التسويق الداخلي و سلوك المواطنة التنظيمية في المؤسسات الأكاديمية الفلسطينية

Abstract EN

The study aimed to identify the degree of internal marketing practices in academic institutions, and to identify the degree of workers’ practice of organizational citizenship behavior, as well as to testing the mediating role of job-based psychological ownership on the relationship between internal marketing practices and organizational citizenship behavior.

The study follows the descriptive and analytical approach.

The population of the study consists of (1294) employees who work in admin jobs and academics with admin responsibilities in four academic institutions in Palestine.

The study was applied on a stratified random sample of (371) employees.

A self-administered questionnaire was used for collecting data and appropriate statistical parametric tests were employed.

The findings showed that the degree of internal marketing practices in academic institutions was medium (63.47%).

The findings also showed that the degree of organizational citizenship behavior and job-based psychological ownership were high at (81.03%) and (81.22%) respectively.

On the other hand, the findings showed that the internal marketing practices affect positively and significantly the organizational citizenship behavior.

The findings also showed that there was a statistically significant relationship between internal marketing practices and job-based psychological ownership and that there was a direct correlation relationship between job-based psychological ownership and organizational citizenship behavior.

The findings also indicated that the job-based psychological ownership mediates the relationship between internal marketing practices and organizational citizenship behavior partially.

In light of the findings, the study recommended the need to reconsider the vision, mission and strategic objectives of academic institutions to conform to the rapid changing environment in Palestine and associated challenges facing academic institutions.

It also highlighted the need for adopting development and training systems based on the principles and advanced techniques and to strengthening internal marketing practices and accompanying interventions.

They should be considered as investment, not cost.