The mediating role of workplace well-being in the relationship between internal marketing and organisational commitment in the grocery retail industry
(A2026-134100)

AUTHORS

Sampoto Pheme, Tshwane University of Technology; Therese Roux, Tshwane University of Technology; Miri Retief, Tshwane University of Technology/Tshwane University of Technology; Tessie Herbst, Tshwane University of Technology/Tshwane University of Technology

ABSTRACT

The mediating role of workplace well-being in the relationship between internal marketing and organisational commitment in the grocery retail industry ABSTRACT The current study examines the mediating role of workplace well-being (WW) in the relationship between internal marketing (IM) and organisational commitment (OC) within the South African grocery retail industry. Data were collected from 600 respondents through interviewer-administered surveys conducted across seven retail stores. The survey used closed-ended questions on IM, WW and OC. Structural Equation Modelling (SEM), supported by Confirmatory Factor Analysis (CFA), was conducted using IBM SPSS Amos 29.0. Positive correlations emerged between IM, WW and OC. WW’s mediating role indicated that IM influences OC primarily through WW. The study offers a nuanced understanding of how IM practices impact OC through the lens of well-being. Practical recommendations are provided for retailers, human resource practitioners, managers and policymakers to prioritise WW within the retail industry as a strategy to enhance employee engagement and retention. Keywords: internal marketing, workplace well-being, organisational commitment Track: Marketing Strategy