RELATIONSHIP BETWEEN PERCEIVED ORGANIZATIONAL COMMITMENT AND TARGET ACHIEVEMENT: EVIDENCE FROM AN EXAMINATION OF MARKETERS IN NORTH CYPRUS’ BANKS
Keywords:
marketing, marketing management, marketing performance, organizational commitment, management, banking industry, North Cyprus.Abstract
This paper set out to understand the level of organizational commitment exhibited by marketers in the banking sector of North Cyprus. Relying on Allen & Meyer’s (1990) organizational commitment model, the study discovered that all three commitment components of the model were exhibited by the respondents with a majority of the respondents (about 80%) exhibiting affective commitment to their organizations, while a slight majority (about 60%) exhibited continuance commitment and a negligible majority (about 53%) exhibiting normative commitment to their organizations. However, there was a mismatch with the observed commitment levels and the recorded performance levels for the respondents understudy. This mismatch was attributed to the peculiar economic conditions within partially recognized countries of which North Cyprus is one.
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References
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