Internal Marketing: Forgotten Variables for Work Engagement and Job Performance in Higher Education

Abstract

A paradigm shift in Human Resource Management (HRM) is not enough to establish it as an asset. A service-dominant logic (SDL) approach is essential to place employees at the centre of institutional focus. The objective of this study is to analyse the role of Internal Marketing (IM) in enhancing Work Engagement (WE) and performance within higher education. The research method involves a causal study, utilising an explanatory survey with a questionnaire administered to lecturers in private higher education institutions. The sample consists of 357 respondents selected through cluster random sampling. Data analysis was conducted using covariant Structural Equation Modelling (SEM). When integrated as part of the HRM system, IM impacts lecturers’ WE and performance. This integration enables institutions to fulfil their roles in providing teaching, research, and community services. IM positively influences job performance, both directly and through WE, with mediation effects partially observed. This study bridges marketing science and SDL, showcasing the interface between co-creation and HR in higher education institutions as a basis for individual performance improvement.