الفهرس 
The Effect of Internal Marketing Dimensions on Employees’ Readiness to Marketing Innovation and Intention to Leave : An Applied Study at the Private Higher Education Institutions in Egypt
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Abstract
The purpose of this study is to explain the significant relationship between the individual’s
perception of internal marketing dimensions, from the side of fairness, in enhancing the
employees’ readiness to marketing innovation and their intention to leave through the
mediating role of innovative work behavior at the private higher education institutions setting
in Egypt (PHEIs). Although, there are few studies have been concerned with the dimensions/
variables that may affect employees’ readiness to marketing innovation and their intention to
leave such individual’s perception of internal marketing and innovative work behavior. The
five dimensions of internal marketing are considered at this research, namely, appropriate
workload, rewards, information sharing, internal communications, work-family balance and
environmental and spatial conditions. The target population consisted of comprehensive group
of individuals worked as full-timers at thirteen private universities and academies in Egypt
have participated to the study. The research model is developed using stepwise multiple liner
regression analysis on the sample of 438 experienced employees at the middle and top levels in
different PHEIs. The research offers new perspective of how perception of internal marketing
from side of fairness and its dimensions able to introduce a new modal including such
determinates which can strength the relationship between the study variables. As a result, this
research revealed that internal marketing dimensions are an effective tool for explaining
innovative behavior, readiness to marketing innovation and intention to leave of permanent
employees. The originality of this research has also addressing the role of internal marketing
beside innovative behavior as antecedents of marketing innovation and employees’ intention to
leave. Moreover, the employees’ readiness to marketing innovation has never been tested as a
consequence of internal marketing. This study covers this gap detected in the literature and
provides evidence supporting them