The influence of internal marketing on employees’ organizational commitment: evidence from small and medium retailing enterprises in Zimbabwe

This study aims to establish the influence of internal marketing on employees' organizational commitment towards the small and medium retailing enterprise sector in Zimbabwe. The social exchange theory and the side-bet theory anchored the theoretical foundation of this study. A drop and pick-up...

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Bibliographic Details

Published in:	Journal of the Academy of Business and Emerging Markets
Main Authors:	Clay Hutama Basera, Marius Potgieter
Format:	Article
Language:	English
Published:	Academy of Business and Emerging Markets 2025-07-01
Subjects:	marketing internal marketing commitment organizational commitment retailing smes
Online Access:	https://www.abem.ca/x/JABEM-2025-V5N2-1.pdf