Relationship between Internal Marketing Dimensions and Affective Commitment of Private Bank Employees in Punjab: The Mediating Role of Growth Mindset

This research investigates the mediation role of Growth Mindset in determining the relationship between Internal Marketing dimensions and Affective Commitment among employees of private banks in Punjab, India. Despite its significant impact in shaping organisational environments, Growth Mindset has garnered minimal attention in the current literature. The study utilises replies from 644 employees from five prominent private banks, chosen for their significant branch density in the five major cities of Punjab. Utilising SPSS 21 and SmartPLS 4 for data analysis, the results indicate that Internal Marketing dimensions, including Internal Market Research and Training, strongly affect Affective Commitment, except for Internal Communication. The notable link between Internal Marketing dimensions and Growth Mindset underscores the importance of Internal Marketing in fostering a progressive organisational culture. Moreover, the Growth Mindset functions as a significant mediator, emphasising an important link between the relationship of Internal Communication and Internal Market Research with Affective Commitment among employees. The study’s consequences transcend both academic and managerial fields, providing significant information for human resource professionals and researchers to improve workplace settings. This research highlights the strategic importance of Internal Marketing in cultivating a sense of belonging and commitment, hence enhancing the understanding of employee engagement and organisational performance.