INFLUENCE OF SERVANT LEADERSHIP AND INTERNAL MARKETING ON ORGANIZATIONAL COMMITMENT: A CASE STUDY IN PERUVIAN HIGHER EDUCATION

Abstract

The purpose of this research was to examine how servant leadership and internal marketing influence the organizational commitment of employees at a higher education institution located in Abancay, Peru. A non-experimental, cross-sectional, and explanatory design was used. A structured questionnaire with a Likert scale, validated by expert judgment and with appropriate reliability levels, was administered to 80 employees. Simple and multiple linear regression analyses were used with SPSS statistical software to test the hypotheses. The findings showed that servant leadership has a significant and positive influence on organizational commitment and is the predictor with the greatest explanatory power. Internal marketing also had a significant, though less pronounced, influence. Together, these two variables significantly increase the explanatory power of organizational commitment. The study concludes that service-oriented leadership practices, along with efficient internal management tactics, strengthen the emotional, normative, and continuance bonds of employees with the organization. The results provide significant empirical evidence for human talent management within the framework of higher education in Peru.