The Role of Leader Gender in Shaping the Relationship Between Transformational Leadership and Internal Marketing

Abstract

In today’s advanced world the significant factors for technological, social, economic and psychological world are information, innovation and knowledge revolution. Organizations face huge challenges in the form of unfolding knowledge-based economies, expeditious technological developments, extreme competition and globalization. Literature reveals that these challenges can be overcome through internal marketing with the support of leadership because people are the main drivers of innovation. The purpose of this article is to investigate the mechanism of transformational leadership, internal marketing and gender in the context of teaching hospitals of Pakistan.

Conceptual model of leadership is extracted from the extensive review of in which direct impact of transformational leadership on internal marketing is tested. In addition to that, moderating role of gender of leader is also tested. A quantitative cross-sectional research is conducted in the natural setting to test the conceptual model of this study in which data is collected from post graduate trainees of teaching hospitals. Validity and reliability of measurement tool and hypotheses are tested using SPSS.

The results of hypothesis testing reveal a significant relationship between transformational leadership and internal marketing. Additionally, moderating effect of leader’s gender also comes out to be significant. The finding of this research will contribute particularly into the literature of transformational leadership and behavioral and psychological literature in general. This study will provide with supportive insights to policy makers, field experts and administration of teaching hospitals especially from South Asian countries.