The Impact of Organisational Commitment and Employee Empowerment on Organisational Performance: Examining the Mediating Role of Marketing Innovation in the Banking Sector.

This study examines the impact of organisational commitment and employee empowerment on organisational performance, with marketing innovation as a mediating factor in the banking sector of Jammu and Kashmir. The researchers employ a structural equation modelling (SEM) approach to analyse data collected from banking professionals, aiming to explore how internal organisational factors drive performance outcomes through innovative marketing. The findings reveal that organisational commitment significantly influences marketing innovation and, consequently, organisational performance. Similarly, employee empowerment demonstrates a direct and indirect effect on performance outcomes, mediated by marketing innovation. The study underscores the critical role of nurturing an empowered workforce and a committed organisational culture to enhance innovation and performance. The study highlights marketing innovation as a crucial mediator that bridges the gap between human resource practices and strategic outcomes. These insights provide valuable implications for banking sector managers, emphasising the need to integrate innovation-driven strategies with employee-centric initiatives to sustain a competitive edge in dynamic markets. Future research could extend the scope of this study to other sectors or regions in order to validate and generalise the findings. [ABSTRACT FROM AUTHOR]