Escalating the Employee Organisational Commitment through Internal Market Orientation: Childcare Centre’s Perspective
Yaty Sulaiman, Abdul Rahim Othman, Selvan Perumal, Zolkafli Hussin

Abstract
The childcare sector has grown tremendously over the years in Malaysia due to the growing number of women joining the paid labour force. In spite of the growing demand for childcare services, childcare providers have facing a high job turnover rate among the employees and difficulty in retaining the employees for a long period. This happen because the employees uncommitt to their job, which, in turn, contribute to a high job turnover rate. One of the factors that contribute to employee organisational commitment (EOC) is through internal market orientation (IMO). Hence, the present paper aims to discuss the effect of IMO on the EOC within childcare centre. The findings showed that some dimensions of IMO (response to intelligence and internal market intelligence generation) had a positive relationship with the EOC. Finally, the study presents some suggestions for further studies that can be conducted in the future.

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