Organizational culture, internal marketing, and perceived organizational support in Portuguese higher education institutions

Abstract

Changes imposed on public higher education institutions try to adopt some management practices in public organizations. In this study, we intend to understand how organizational culture (support, innovation, goals, rules) and internal marketing can contribute to the organizational support of employees of higher education institutions. The study was developed with a sample of 635 employees. The results that organizational culture and internal marketing contribute to the explanation of perceived organizational support (POS). Then, through a structural equation model, it was possible to confirm the contribution of support culture and internal marketing to the explanation of POS. More studies are necessary taking students? point of view into ac. These results reveal the importance of the fact that organizations need to implement a culture of support and appropriate internal communication networks that allow employees to perceive social support.