The Role of Internal Marketing in Promoting Human Resource Ethics: An Analytical Study of the Mediating Role of Job Commitment and the Modifying Role of Leadership Skills Applied to Alexandria University Hospitals

نوع المستند : المقالة الأصلية

المؤلف

Canadian Institute of Management, Six of October City

10.21608/cfdj.2025.389072.2274

المستخلص

This study was driven by the central hypothesis that internal marketing plays a key role in promoting human resource ethics, both directly and indirectly through job commitment as a mediating variable. It also examined the moderating role of leadership skills within these relationships. The research was conducted on a sample of 320 employees from Alexandria University Hospitals, with data collected via questionnaires and a response rate of 92%. Structural equation modeling was used for data analysis.
The findings revealed significant positive direct effects of internal marketing on both job commitment (coefficient = 0.558) and human resource ethics (coefficient = 0.244). Additionally, job commitment had a positive impact on HR ethics (coefficient = 0.299) and was shown to partially mediate the relationship between internal marketing and HR ethics (indirect effect = 0.543). Leadership skills were found to moderate these relationships, weakening the positive effects of internal marketing as leadership competence increased.
The study confirmed all seven proposed hypotheses, supporting the theoretical framework. The findings emphasize the importance of implementing effective internal marketing strategies and enhancing leadership skills, particularly in critical sectors such as healthcare, to institutionalize ethical practices. Among the key recommendations was the development of an evaluation mode

الكلمات الرئيسية

المجلة العلمية للدراسات والبحوث المالية والتجارية
المجلد 6، العدد 2 - الرقم المسلسل للعدد 1
المجلد السادس؛ العدد الثاني؛ الجزء الأول؛ يوليو 2025
يوليو 2025
الصفحة 771-806

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