MODERATING ROLE OF LEADERS' PROCLIVITY AND INTERNAL COMMUNICATION BETWEEN INTERNAL MARKETING AND EMPLOYEES' JOB ATTITUDE

Leader's proclivity and strong internal communication have manifold effect on the relationship between management and the employees.Employee's attitude towards work gets affected by effectiveness of initiatives on the part of management to solve their problems.In this context, the purpose of the present research is to investigate the impact of internal marketing on employee's job attitude (job commitment and job satisfaction).Further, the moderating role of leader's positive proclivity between internal marketing and job commitment is evaluated.In addition, moderating role of internal communication between internal marketing and employee job satisfaction is also evaluated.Ninety seven nonteaching supporting staff members working in various departments of University of Jammu are approached.The data are analysed using Partial Least Squares (PLS) research technique.Results reveal that internal marketing signicantly and positively affects employees' job satisfaction and commitment.This research paper contributes to the internal marketing literature by presenting the interaction effect of leaders' positive proclivity and internal communication with internal marketing.Overall results support that leader's positive proclivity and internal communication moderates the positive relationship between internal marketing and employees' job attitude (commitment and satisfaction respectively) in higher educational sector.