Abstract

This empirical study examines the impact of internal marketing and organisational culture mediated by organisational commitment on operational performance in the UAE fast food sector. We present preliminary finds based on a survey of over 90 fast food outlets. We use regression analysis to argue that internal marketing and organisational culture have positive impacts on operational performance. However, the role of organisational commitment as mediator has less weight. The findings suggest that staff reward and development are the most important factors in internal marketing to enhance operational performance. Moreover, innovation is the highest correlated dimension of organisational culture. Investigation the effect of organisational culture on the operational performance, provide a contribution to the resource-based view of the organisation. Managerial implications as well as study limitations are discussed.