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The relationship between the different aspects of internal market orientation and affective commitment within Malaysia childcare sector


Sulaiman, Yaty and Othman, Abdul Rahim and Perumal, Selvan and Hashim, Noor Azmi (2013) The relationship between the different aspects of internal market orientation and affective commitment within Malaysia childcare sector. Journal of Marketing Management (JMM), 1 (1). pp. 13-21. ISSN 2333-6080

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Abstract

The childcare sector has grown tremendously over the years in Malaysia due to the growing number of women joining the work force. In fact, the number of childcare centres in Malaysia has been steadily increasing and is expected to continue to increase in the future. This is largely due to the active campaign of the Malaysian Government for early childhood education, which is based on the important role played by formal early childhood education. However, childcare providers have facing a high job turnover rate among the employees.This happen because the employees uncommitt to their job, which, in turn, contribute to a high job turnover rate. One of the factors that contribute to employee organisational commitment is through internal market orientation (IMO). Hence, the present paper aims to discuss the effect of the difeerent aspects of IMO on the affective commitment (AC) within childcare centre.The findings showed that response to intelligence (RTI) had a positive relationship with AC. Finally, the study presents some suggestions for further studies that can be conducted in the future.

Item Type: Article
Uncontrolled Keywords: Internal market orientation, affective commitment, childcare employees, childcare providers and Malaysia childcare centres
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 10 Mar 2019 06:58
Last Modified: 10 Mar 2019 06:58
URI: http://repo.uum.edu.my/id/eprint/25724

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