TY  - JOUR
T1  - İÇSEL PAZAR YÖNLÜLÜK, PAZARLAMA YETENEKLERİ, ÖRGÜTSEL PERFORMANS ETKİLEŞİMİ: ANTALYA İLİ OTEL İŞLETMELERİNDE BİR UYGULAMA
TT  - INTERNAL MARKET ORIENTATION, THE EFFECT OF MARKETING CAPABILITIES ON ORGANIZATIONAL PERFORMANCE: A RESEARCH ON HOTEL ENTERPRISES IN ANTALYA PROVINCE
AU  - Hamşıoğlu, Ahmet Buğra
PY  - 2018
DA  - June
DO  - 10.30798/makuiibf.409387
JF  - Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty
JO  - MAKU IIBFD
PB  - Burdur Mehmet Akif Ersoy University
WT  - DergiPark
SN  - 2149-1658
SP  - 187
EP  - 203
VL  - 5
IS  - 2
LA  - tr
AB  - Bu çalışmanınamacı, Antalya ilinde yer alan dört ve beş yıldızlı otel işletmelerinde içselpazar yönlülük, pazarlama yetenekleri (pazar duyarlılık ve müşteri bağlantıyetenekleri) ve örgütsel performans etkileşimini belirlemektir. Çalışmayakatılan 280 otel işletmesinden veriler anket yöntemi ile elde edilmiştir.Çalışmadaki hipotezleri test etmek için kısmi en küçük kareler yöntemi kullanılarakmodel geçerliliği test edilmiştir. Araştırma sonuçlarına göre içsel pazaryönlülük, pazar duyarlılık ve müşteri bağlantı yetenekleri üzerinde pozitif vedoğrudan etkisinin olduğu görülmüştür. Ayrıca, pazar duyarlılık ve müşteribağlantı yeteneklerinin de örgütsel performans üzerinde pozitif ve doğrudanetkisinin olduğu görülmüştür.Elde edilensonuçlara göre, içsel pazar yönlülük, pazar duyarlılık ve müşteri bağlantıyetenekleri üzerinde pozitif ve doğrudan etkisinin olduğu görülmüştür. Ayrıca,pazar duyarlılık ve müşteri bağlantı yeteneklerinin örgütsel performans pozitifve doğrudan etkisinin olduğu görülmüştür.
KW  - İçsel Pazar Yönlülük
KW  - Pazarlama Yetenekleri
KW  - Örgütsel Performans
N2  - The purpose ofthis study is to determine the interaction between internal market orientation,marketing capabilities (market sensitivity and customer linking capabilities) and organizational performance in fourand five star hotel enterprises in Antalya province. The data of the study were obtained using the questionnaire form, fromthe 280 hotel enterprises participating in the study. To test hypotheses in thestudy, the partial least squares method was used and the model validity wastested. According to the results of the research, internal market orientationwas found to have a positive and direct effect on market sensing and customerlinking capabilities. In addition, the market sensing and customer engagementabilities were also found to have a positive and direct effect on theorganizational performance.According to the results obtained, it has been seenthat internal market orientation has a positive and direct effect on marketsensing and customer linking capabilities. In addition, it has been seen thatmarket sensitivity and customer connectivity capabilities have a positive anddirect effect on organizational performance.
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UR  - https://doi.org/10.30798/makuiibf.409387
L1  - https://dergipark.org.tr/en/download/article-file/500769
ER  -