The Moderating Role of Perceived Internal Marketing Activities in Call Centre Employees' Artificial Intelligence Anxiety and Organisational Commitment

Aim: This study aims to determine the moderating role of perceived intrinsic marketing activities in the relationship between call center employees' AI anxiety and organizational commitment.Method: For this purpose, data were collected from 398 call center employees working in call centers located in 12 provinces of Turkey (Adana, Adıyaman, Ankara, Antalya, Diyarbakır, Elazığ, Gaziantep, İstanbul, Kilis, Kocaeli, Malatya, and Samsun) through an online questionnaire. Structural Equation Modeling was used to examine the relationships between the variables.Findings: The correlation analysis results indicate that there is no significant relationship between ‘Intrinsic Marketing’ and ‘Organizational Commitment’ and between ‘Intrinsic Marketing’ and ‘Artificial Intelligence Anxiety’ scales. However, multiple linear regression analysis results show that ‘Intrinsic Marketing’ plays an important role in ‘Organizational Commitment’, and ‘AI Anxiety’ has a significant and positive effect on ‘Organizational Commitment’. Nevertheless, the combined effect of ‘Intrinsic Marketing’ and ‘AI Anxiety’ does not have a significant moderating effect on ‘Organizational Commitment’.Conclusion: The findings of this study indicate that while intrinsic marketing plays a significant role in enhancing organizational commitment, it does not moderate the relationship between AI anxiety and organizational commitment. Furthermore, AI anxiety itself has a positive and significant impact on organizational commitment. These results suggest that although intrinsic marketing contributes to employees’ organizational commitment, its influence does not alter the effect of AI anxiety. The study provides valuable insights into the dynamics of AI-related concerns and internal marketing strategies in call centers.