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Otel İşletmelerinde İçsel Pazarlama Uygulamalarının Örgütsel Bağlılık Üzerindeki Etkisi: Antalya Örneği

Year 2019, Volume: 21 Issue: 2, 609 - 624, 30.06.2019
https://doi.org/10.32709/akusosbil.509675

Abstract

Bu araştırma, otel işletmelerinin içsel pazarlama uygulamalarını
kullanma düzeylerinin çalışanların örgütsel bağlılıkları üzerindeki etkisini
saptamayı amaçlamaktadır. Bu genel amaç doğrultusunda araştırmada, içsel
pazarlama uygulamaları ölçeği ve alt boyutları olan “gelişim”, “ödül” ve
“vizyon” boyutları ile örgütsel bağlılık ölçeği ve alt boyutları olan
“duygusal”, “normatif” ve “devam” bağlılığı arasındaki ilişkiler tespit edilmiştir.
Araştırmada veri toplama tekniği olarak kullanılan anket, örneklem grubunu
oluşturan 862 beş yıldızlı otel işletmesi çalışanına uygulanmıştır. Elde edilen
verilerin analizinde betimsel istatistiklerin yanı sıra t testi, varyans analizi,
korelasyon ve regresyon analizleri kullanılmıştır. Çalışma sonuçlarına göre;
otel işletmelerinin içsel pazarlama uygulamalarını kullanma düzeyi ile
çalışanların örgütsel bağlılıkları arasında pozitif yönlü ve çok kuvvetli bir
ilişki bulunmaktadır. Otel işletmelerinde içsel pazarlama uygulamaları alt
boyutlarının da örgütsel bağlılık üzerinde anlamlı bir etkisi bulunmaktadır. En
güçlü etki "ödül" boyutunda iken bunu "gelişim" boyutu
izlemekte ve en düşük etkiye sahip değişken ise "vizyon" boyutu
olarak karşımıza çıkmaktadır. Ayrıca otel işletmelerinde içsel pazarlama uygulamaları
ile örgütsel bağlılığın alt boyutları arasında pozitif yönlü çok kuvvetli ve
kuvvetli ilişkiler bulunmaktadır. En güçlü ilişki “duygusal bağlılık” boyutunda
iken, bunu “normatif bağlılık” boyutu izlemekte ve en düşük ilişki ise “devam
bağlılığı” boyutunda belirlenmektedir.

References

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  • Berry, L. L. (2002). Relationship Marketing of Services Perspectives from 1983 and 2000, Journal of Relationship Marketing, 1(1):59-77.
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  • Chusmir, L. H. (1982). Job Commitment and the Organizational Woman, Academy of Management Review, 7(4):595-602.
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The Effect of Internal Marketing Practices on Organizational Commitment in Hotel Enterprises: Antalya Sample

Year 2019, Volume: 21 Issue: 2, 609 - 624, 30.06.2019
https://doi.org/10.32709/akusosbil.509675

Abstract

This research aims to determine the level of use
of internal marketing practices of hotel
enterprises the
effect of employees on organizational commitment. Also, in the research, it is
intended to detect the relationships between internal marketing practices scale
and "development", "award" and "vision"
dimensions which are its sub-dimensions and organizational commitment scale and
"affective", "normative" and "continuance” commitment
which are its sub dimensions. In the research, the questionnaire, which was
used as data collection technique, was applied to 862 five-star hotel staff who
formed the sample group. In addition to descriptive statistics, t test,
variance analysis, correlation and regression analysis were used to analyze the
data. According to results; there is a positive and strong relationship between
the level of use of internal marketing practices and the organizational commitment
of employees. The sub-dimensions of internal marketing practices also have a
significant effect on organizational commitment. While the strongest effect is
the "award" dimension, the variable with the lowest effect emerges as
the "vision" dimension. In addition, there are strong positive
relationships between internal marketing practices and sub-dimensions of
organizational commitment. While the strongest relationship is in the dimension
of “affective commitment”, the lowest relationship is determined in the
dimension of “continuance commitment”.

References

  • Abdulla, M. H. A. ve Shaw, J. D. (1999). Personal Factors and Organizational Commitment: Main and Interactive Effects in the United Arab Emirates, Journal of Managerial Issues, 11(1):77-93.
  • Abzari, M., Ghorbani, H. ve Madani, F. A. (2011). The Effect of Internal Marketing on Organizational Commitment from Market-Orientation Viewpoint in Hotel Industry in Iran, International Journal of Marketing Studies, 3(1):147-155.
  • Adcock, D., Bradfield, R., Halborg, A. ve Ross, C. (1995). Marketing: Principles and Practice, Pitman Publishing, Great Britain.
  • Ahmed, P. K. ve Rafiq, M. (2003). Internal Marketing Issues and Challenges, European Journal of Marketing, 37(9):1177-1186.
  • Al-Fadli, F. (1997). The Relationship Between Organizational Commitment, Leadership Subordinates Work’s Relationships and Demographic Variables, Public Administration, 37(1):75-120.
  • Allen, N. J. ve Meyer, J. P. (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization, Journal of Occupational Psychology, 63:1-18.
  • Allen, N. J. ve Meyer, J. P. (1991). A Three-Component Conceptualization of Organizational Commitment, Human Resource Management Review, 1(1):61-89.
  • Bansal, H. S., Mendelson, M. B. ve Sharma, B. (2001). The Impact of Internal Marketing Activities on External Marketing Outcomes, Journal of Quality Management, 6:61-76.
  • Becker, H. S. (1960). Notes on the Concept of Commitment, The American Journal of Sociology, 66(1):32-40.
  • Berry, L. L. (1981). The Employee as a Customer, Journal of Retail Banking, 3:33-44.
  • Berry, L. L. (2002). Relationship Marketing of Services Perspectives from 1983 and 2000, Journal of Relationship Marketing, 1(1):59-77.
  • Braimah, M. (2016). Internal Marketing and Employee Commitment in the Hospitality Industry, African Journal of Hospitality, Tourism and Leisure, 5(2):1-22.
  • Buchko, A. A., Weinzimmer, L. G. ve Sergeyev, A. V. (1998). Effects of Cultural Context on the Antecedents, Correlates, and Consequences of Organizational Commitment: A Study of Russian Workers, Journal of Business Research, 43:109-116.
  • Büyüker İşler, D. ve Özdemir, Ş. (2010). Hastane İşletmelerinde İçsel Pazarlama Yaklaşımının İş Tatmini ve Örgütsel Bağlılık Üzerine Etkisi: Isparta İli Örneği, Hacettepe Sağlık İdaresi Dergisi, 13(2):115-142.
  • Cahill, D. J. (1996). Internal Marketing: Your Company’s Next Stage of Growth, New York: The Haworth Press, Inc.
  • Caruana, A. ve Calleya, P. (1998). The Effect of Internal Marketing on Organisational Commitment among Retail Bank Managers, International Journal of Bank Marketing, 16 (3):108-116.
  • Chang, C. S. ve Chang, H. H. (2007). Effects of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan, Journal of Nursing Research, 14(4):265-274.
  • Chusmir, L. H. (1982). Job Commitment and the Organizational Woman, Academy of Management Review, 7(4):595-602.
  • Cohen, A. (1992). Antecedents of Organizational Commitment Across Occupational Groups: A Meta Analysis, Journal of Organizational Behavior, 13:539-554.
  • Cohen, A. ve Gattiker, U. E. (1994). Rewards and Organizational Commitment Across Structural Characteristics: A Meta-Analysis, Journal of Business and Psychology, 9(2):137-157.
  • Cromiew, S. (1981). Women as Managers in Northern Ireland, Journal of Occupational and Organizational Psychology, 54(2):87-91.
  • Cronin, J. J. ve Taylor S. A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56(7):55-68.
  • Demir, H., Usta, R. ve Okan, T. (2008). İçsel Pazarlamanın Örgütsel Bağlılık ve İş Tatminine Etkisi, Hacettepe Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(2):135-161.
  • Effiong, A. I. (2016). Perceived Influence of Internal Marketing on Employee Commitment in a Private University Context, Wilmington University, Unpublished Doctorate Dissertation, United States of America.
  • Foreman, S. K. ve Money, A. H. (1995). Internal Marketing: Concepts, Measurement and Application, Journal of Marketing Management, 11(8):755-768.
  • Ghoneim, A. I. ve El-Tabie, N. H. (2014). Effect of Internal Marketing Adoption on the Performance of the Commercial Banks in Egypt, World Journal of Social Sciences, 4(3):97-116.
  • Grönroos, C. (1985). Internal Marketing-Theory and Practice, (Ed: T.M. Block, G.D. Upah ve V.A. Zeithaml, Services Marketing in a Changing Environment, Chicago, IL: American Marketing Association,
  • Grönross, C. (1994). From Scientific Management to Service Management: A Management Perspective for the Age of Service Competition, International Journal of Service Industry Management, 5(1):5-20.
  • Grusky, O. (1996). Career Mobility and Organizational Commitment, Administrative Science Quarterly, 10(4):488-503.
  • Güçlü, H. (2006). Turizm Sektöründe Durumsal Faktörlerin Örgütsel Bağlılık Üzerindeki Etkisi, Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmış Doktora Tezi, Eskişehir.
  • Gülşen, G. (2010). Bankalarda İçsel Pazarlama Çalışmaları ve Kamu Bankalarıyla Özel Bankaların Karşılaştırılması, Dumlupınar Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Kütahya.
  • Hogg, C. (1996). Selling your Soul, Human Resources, 96(25):88-90.
  • Hougaard, S. ve Bjerre, M. (2002). Strategic Relationship Marketing, Understanding Buyer-Seller Relationships, Copenhagen: Samfundslitteratur Press.
  • Hrebiniak, L. G. ve Alutto, J. A. (1972). Personal and Role Related Factors in the Development of Organizational Commitment, Administrative Science Quarterly, 17(4):555-573.
  • Johnson, E. M. ve Seymour, D. T. (1985). The Impact of Cross Selling on the Service Encounter in Retail Banking, (Ed: J. A. Czepiel, M. R. Solomon ve C. Surprenant), The Service Encounter: Managing Employee/Customer Interaction in Service Business, Lexington, MA: Lexington Books.
  • Kalyoncu, H. (2007). Hizmet Sektöründe Müşteri Tatmini Açısından İçsel Pazarlama ve Uygulama, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, İzmir.
  • Kömürcüoğlu, H. (2003). Belirsizlik Ortamında İş Tatmini ve İşe Bağlılık, İş Güç Endüstri İlişkileri ve İnşan Kaynakları Dergisi, 5(1).
  • Lings, I. N. (1999). Managing Service Ouality with Internal Marketing Schematics, Long Range Planning, 32(4):452-463.
  • Linz, S. J. (2004). Motivating Russian Workers: Analysis of Age and Gender Differences, Journal of Socio-Economics, 33:261-289.
  • Loscocco, K. A. (1990). Reactions to Blue-Collar Work: A Comparison of Women and Men, Work and Occupations, 17(2):152-177.
  • Lubbe, S. M. (2013). Elements of Internal Marketing as Predictors of Employee Satisfaction, University of Pretoria, Faculty of Economic and Management Sciences, Unpublished Master's Thesis, South Africa.
  • Marsden, P.V., Kalleberg, A.L. ve Cook C.R. (1993). Gender Differences in Organizational Commitment: Influences of Work Positions and Family Roles, Work and Occupations, 20(3):368-391.
  • McClurg, L. N. (1999). Organizational Commitment in the Temporary-Help Service Industry, Journal of Applied Management Studies, 8(1):5-26.
  • Meyer, J. P. ve Allen, N. J. (1984). Testing the Side-Bet Theory of Organizational Commitment: Some Methodological Considerations, Journal of Applied Psychology, 69:372-378.
  • Mowday, R. T. (1999). Reflections on the Study and Relevance of Organizational Commitment, Human Resource Management Review, 8(4):387-401.
  • Mowday, R. T., Steers, R. M. ve Porter, L. W. (1979). The Measurement of Organizational Commitment, Journal of Vocational Behavior, 14:224-247.
  • Mülayim, A. (2013). İçsel Pazarlamanın Örgütsel Vatandaşlık Davranışına Etkileri Üzerine Altın Çini&Seramik A.Ş.’de Bir Araştırma, Dumlupınar Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Kütahya.
  • Naude, P., Desai, J. ve Murphy, J. (2003). Identifying the Determinants of Internal Marketing Orientation, European Journal of Marketing, 37(9):1205-1220.
  • Opoku, R. A., Atuobı Yıadom, N., Chong, C.S. ve Abratt, R. (2008). The Impact of Internal Marketing on the Perception of Service Quality in Retail Banking: A Ghanaian Case, Journal of Financial Services Marketing, 13(4):317–329.
  • Pierce, J. L. ve Dunham, R. B. (1987). Organizational Commitment: Pre-Employment Propensity and Initial Work Experiences, Journal of Management, 13(1):163-178.
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Details

Primary Language Turkish
Journal Section Public Relations - Communication
Authors

Neslihan Kan Sönmez 0000-0001-6198-8129

Necdet Hacıoğlu This is me 0000-0002-2035-8881

Publication Date June 30, 2019
Submission Date January 7, 2019
Published in Issue Year 2019 Volume: 21 Issue: 2

Cite

APA Kan Sönmez, N., & Hacıoğlu, N. (2019). Otel İşletmelerinde İçsel Pazarlama Uygulamalarının Örgütsel Bağlılık Üzerindeki Etkisi: Antalya Örneği. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(2), 609-624. https://doi.org/10.32709/akusosbil.509675

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