Abstract

This paper uses Chinese higher education institutions as the research context, constructs a theoretical model based on survey data from 438 employees, and conducts empirical testing to explore the mechanisms by which transformational leadership, work environment, and internal marketing affect organizational effectiveness. Current research rarely explains the relationship among transformational leadership, the work environment, and organizational effectiveness from the perspective of internal marketing mechanisms. This study reveals the mediating path of internal marketing in higher education governance. The study uses descriptive statistical analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) to test the theoretical model. The results show that both transformational leadership and the work environment have significant positive effects on internal marketing and organizational effectiveness; internal marketing also has a significant positive effect on organizational effectiveness. Furthermore, internal marketing plays a mediating role between transformational leadership and organizational effectiveness, as well as between the work environment and organizational effectiveness. This study expands the theory of internal marketing in the context of non-profit organizations. It provides theoretical support and management guidance for improving the governance effectiveness of higher education institutions.

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