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A RESEARCH ABOUT EFFECTS OF INTERNAL MARKETING ON ORGANIZATIONAL CYNICISM AND ORGANIZATIONAL COMMITMENT

Year 2016, Volume: 18 Issue: 2, 273 - 290, 12.07.2016
https://doi.org/10.16953/deusbed.88777

Abstract

The nature and quality of human resources at the service businesses may improve performance of businesses. Therefore, marketing approaches improving employee’s abilities and attitudes towards firms such as internal marketing are becoming much more important. This study aims to analyze the effects of internal marketing activities on organizational commitment and cynicism consisting of three dimensions named as; affective, behavioral and cognitive factors. In order to attain this aim, the data were provided by three separate scales of the questionnaire. The sample gathering from 324 private hospital employees was analyzed by applying correlation, factor and regression analysis. According to the findings, there are negative correlations between internal marketing and affective, behavioral and cognitive dimensions of organizational cynicism, and a positive correlation with organizational commitment. Hence, it can be concluded that internal marketing implementations have positive impact on employee’ attitudes especially in service businesses like hospitals.

Keywords: Internal Marketing, Organizational Cynicism, Organizational Commitment.

References

  • Abzari, M., Ghorbani, H. ve Madani, F. A. (2011). The effect of internal marketing on organizational commitment from market-orientation: Viewpoint in hotel in Iran. International Journal of Marketing Studies, 3 (1): 147-155.
  • Anderson, L. M. (1996). Employee cynicism: An examination using a contract violation framework. Human Relations, 49 (11): 1395-1418
  • Arnett, D. B., Laverie, D. A. ve Mclane, C. (2002). Using job satisfaction and pride as internal marketing tools. Cornell Hotel and Restaurants Administration Quarterly, 43 (2): 87-96.
  • Ay, C. ve Kartal, B. (2003). İçsel pazarlama: Literatür incelemesi. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi, 5 (20): 15-25.
  • Ballantyne, D. (2000). Internal relationship marketing: A strategy for knowledge renewal. International Journal of Bank Marketing, 18 (6): 274-286.
  • Barzoki, A. S. ve Ghujali T., (2013). Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behaviour. International Journal of Academic Research in Business and Social Sciences, 3 (3): 33-49.
  • Berry, L. L. (1980). Services marketing is different. Business, 30 (3): 24-29.
  • Bowen, J. ve Ford, R. C. (2004). What experts say about managing hospitality service delivery systems. International Journal of Contemporary Hospitality Management, 16 (7): 394-401.
  • Brandes, P., Dharwadkar, R. ve Dean, J. W. (1999). Does organizational cynicism matter?: Employee and supervisor perspectives on work outcomes. Eastern Academy of Management Proceedings, 150-153.
  • Bruhn, M. (2003). Internal service barometers: Conceptualization and empirical results of a pilot study in Switzerland. European Journal of Marketing, 37 (9): 1187-1204.
  • Caruana, A. ve P. Calleya (1998). The effect of internal marketing on organizational 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, 15 (4): 265-274.
  • Dean, J. W., Brandes, P. ve Dharwadkar, R. (1998). Organizational cynicism. The Academy of Management Review, 23 (2): 341-352.
  • Dennis, J. C. (1995). The managerial implications of the learning organization: A new tool for internal marketing. Journal of Services Marketing, 9 (4): 43-51.
  • Dewettinck, K. ve Van Ameijde, M. (2011). Linking leadership empowerment behavior to employee attitudes and behavioral intentions: Testing the mediating role of psychological empowerment. Personal
  • Review, 40 (3): 284-305.
  • Foreman, S. K. ve Money, A. H. (1995). International marketing: Concept, measurement and application. Journal of Marketing Management, 11 (8): 755-768.
  • Freeman, R.E. (1984). Strategic management: A stakeholder approach. Boston: Pitman.
  • Gilmore, A. (2000). Managerial interactions of internal marketing. R. Varey ve B. Lewis (Der.) Internal Marketing: Directions for management: İçinde 75-92. London: Routledge.
  • Grant, G. H. (2003). The evolution of corporate governance and its impact on modern corporate America. Management Decision, 41 (9): 923-934.
  • Greene, W. E., Walls, G. D ve Schrest, L. J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8 (4): 5-13.
  • Hartline, M. D. ve Ferrell, O. C. (1996). The management of customer-contact service employees: Empirical investigation. Journal of Marketing, 60 (4): 52-70.
  • Joseph, W. B. (1996). Internal marketing builds service quality. Marketing Review, 16 (1): 54-59.
  • Kalağan, G. (2009). Araştırma görevlilerinin örgütsel destek algıları ile örgütsel sinizm tutumları arasındaki ilişki. Yayınlanmamış Yüksek Lisans Tezi. Akdeniz Üniversitesi, Sosyal Bilimler Enstitüsü, Antalya.
  • Kalyoncu, H. (2007). Hizmet sektöründe müşteri tatmini açısından içsel pazarlama ve uygulama. Yayımlanmamış Yüksek Lisans Tezi. Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
  • Kang, G., James, J. ve Alexandris, K. (2002). Measurement of internal service quality. Managing Service Quality, 12 (5): 278-291.
  • Kotler, P. ve Armstrong, G. (2004). Principles of marketing. New Jersey: Prentice-Hall.
  • Liao, J. F., Wu, C. H. J., Jou, Y. H., ve Huang, Y. Y., (2004). A Study of the relationship between of internal marketing, job satisfaction and customer-oriented behaviors. Sun Yat-Sen Management Review, 12 (2): 181-201.
  • Lings, I. N. (2004). Internal market orientation construct and consequences. Journal of Business Research, 57 (4): 405-413.
  • Maignan, I. ve Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32 (1): 3-19.
  • Meyer, J. P. ve Allen, N. J. (1991). A Three-component conceptualization of organizational commitment. Human Resources Management Review, 1 (1): 61-89.
  • Mowday, R. T., Steers, R. M. ve Porter, L. W. (1979). The measurement of organizational commitment. Journal of Vocational Behaviour, 14 (2): 224-247.
  • Mowday, R. T., Porter L. W. ve Steers, R. M. (1982). Employee-
  • organization linkages: The psychology of commitment, absenteeism, and turnover. New York: Academic Press.
  • Nafei, W. A. (2013). The effects of organizational cynicism on job attitudes: An empirical study on teaching hospitals in Egypt. International Business Research, 6 (7): 52-69.
  • Nair, P. ve Kamalanabhan, T. J. (2010). The Impact of cynicism on ethical intentions of Indian managers: The moderating role of their level of management. International Journal of Trade, Economics and Finance, 1 (2): 155-159.
  • Nunnally, J. C. (1978). Psychometric theory (Second edition). New York: McGraw-Hill.
  • Piercy, N. F. (1995). Customer satisfaction and the internal market: Marketing our customers to our employees. Journal of Marketing Practice: Applied Marketing Science, 1 (1): 22-44.
  • Pitt, L.F.ve Foreman, S.K. (1999). Internal marketing role in organizations: A transaction cost perspective. Journal of Business Research, 44 (1): 25-36.
  • Porter, L. W, Steers, R. M., Mowday, R. T. ve Boultian, P. V. (1974). Organizational commitment, job satisfaction and turnover among psychiatric technicians. Journal of Applied Psychology, 59 (5): 603-609.
  • Rafiq, M. ve Ahmed, P. K. (1993). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management, 9 (3): 219-232.
  • Rafiq, M. ve Ahmed, P. K. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14 (6): 449-462.
  • Reichers, A. E., Wanous, J. P. ve Austin, J. T. (1997). Understanding and managing cynicism about organizational change. The Academy of Management Executive, 11 (1): 48-59.
  • Tansuhaj, P., Randall, D. ve McCullough, J, (1991). Applying the internal marketing concept within large organizations: As applied to a credit union. Journal of Professional Services Marketing, 6 (2): 193-202.
  • Türköz, I. (2006). Hizmet sektöründe içsel pazarlama uygulamalarının şirket performansına etkisi: İstanbul’daki otellerde uygulamalı bir araştırma. Yayınlanmamış Yüksek Lisans Tezi. Trakya Üniversitesi, Sosyal Bilimler Enstitüsü, Edirne.
  • Varey, R. J. (1995). Internal marketing: A review and some interdisciplinary research challenges. International Journal of Service Industry Management, 6 (1): 40-63.
  • Wilkerson, J. M. (2002). Organizational cynicism and its impact on human resources management. G. R. Ferris, M. R. Buckley ve D. B. Fedor (Der.) Human resources management: Perspectives, context, functions, and outcomes: İçinde: 532-546. Upper Saddle River, NJ.: Prentice Hall.

İÇSEL PAZARLAMANIN ÖRGÜTSEL SİNİZM VE ÖRGÜTSEL BAĞLILIĞA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2016, Volume: 18 Issue: 2, 273 - 290, 12.07.2016
https://doi.org/10.16953/deusbed.88777

Abstract

Hizmet işletmelerinde insan kaynaklarının niteliği ve kalitesi işletmelerin performansını artırabilir. Bu nedenle içsel pazarlama gibi çalışanların niteliklerini ve işletmeye karşı olan davranışlarını iyileştirecek işletme uygulamaları her geçen gün daha önemli hale gelmeye başlamaktadır. Bu çalışma, içsel pazarlama faaliyetlerinin örgütsel sinizmin üç boyutu olarak kabul edilen duygusal, davranışsal ve bilişsel sinizm değişkenlerine ve ayrıca çalışanların örgütsel bağlılığına etkisini araştırmayı amaçlamaktadır. Bu amaca hizmet edecek veriler,  anket içeriğinde bulunan üç ayrı ölçekle sağlanmıştır.  Örneklem olarak 324 kişilik özel hastane çalışanından elde edilen verilere korelasyon, faktör ve regresyon analizi uygulanmıştır. Elde edilen bulgulara göre içsel pazarlama faaliyetleri ile örgütsel sinizmin duygusal, davranışsal ve bilişsel boyutları arasında negatif, örgütsel bağlılık ile pozitif yönlü anlamlı ilişkilerin olduğu tespit edilmiştir. Bu bulgular doğrultusunda özellikle hastane gibi hizmet işletmelerinde içsel pazarlama uygulamalarının çalışan davranışları üzerinde olumlu etkileri olduğu ifade edilebilir.

Anahtar Kelimeler: İçsel Pazarlama, Örgütsel Sinizm, Örgütsel Bağlılık.

References

  • Abzari, M., Ghorbani, H. ve Madani, F. A. (2011). The effect of internal marketing on organizational commitment from market-orientation: Viewpoint in hotel in Iran. International Journal of Marketing Studies, 3 (1): 147-155.
  • Anderson, L. M. (1996). Employee cynicism: An examination using a contract violation framework. Human Relations, 49 (11): 1395-1418
  • Arnett, D. B., Laverie, D. A. ve Mclane, C. (2002). Using job satisfaction and pride as internal marketing tools. Cornell Hotel and Restaurants Administration Quarterly, 43 (2): 87-96.
  • Ay, C. ve Kartal, B. (2003). İçsel pazarlama: Literatür incelemesi. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi, 5 (20): 15-25.
  • Ballantyne, D. (2000). Internal relationship marketing: A strategy for knowledge renewal. International Journal of Bank Marketing, 18 (6): 274-286.
  • Barzoki, A. S. ve Ghujali T., (2013). Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behaviour. International Journal of Academic Research in Business and Social Sciences, 3 (3): 33-49.
  • Berry, L. L. (1980). Services marketing is different. Business, 30 (3): 24-29.
  • Bowen, J. ve Ford, R. C. (2004). What experts say about managing hospitality service delivery systems. International Journal of Contemporary Hospitality Management, 16 (7): 394-401.
  • Brandes, P., Dharwadkar, R. ve Dean, J. W. (1999). Does organizational cynicism matter?: Employee and supervisor perspectives on work outcomes. Eastern Academy of Management Proceedings, 150-153.
  • Bruhn, M. (2003). Internal service barometers: Conceptualization and empirical results of a pilot study in Switzerland. European Journal of Marketing, 37 (9): 1187-1204.
  • Caruana, A. ve P. Calleya (1998). The effect of internal marketing on organizational 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, 15 (4): 265-274.
  • Dean, J. W., Brandes, P. ve Dharwadkar, R. (1998). Organizational cynicism. The Academy of Management Review, 23 (2): 341-352.
  • Dennis, J. C. (1995). The managerial implications of the learning organization: A new tool for internal marketing. Journal of Services Marketing, 9 (4): 43-51.
  • Dewettinck, K. ve Van Ameijde, M. (2011). Linking leadership empowerment behavior to employee attitudes and behavioral intentions: Testing the mediating role of psychological empowerment. Personal
  • Review, 40 (3): 284-305.
  • Foreman, S. K. ve Money, A. H. (1995). International marketing: Concept, measurement and application. Journal of Marketing Management, 11 (8): 755-768.
  • Freeman, R.E. (1984). Strategic management: A stakeholder approach. Boston: Pitman.
  • Gilmore, A. (2000). Managerial interactions of internal marketing. R. Varey ve B. Lewis (Der.) Internal Marketing: Directions for management: İçinde 75-92. London: Routledge.
  • Grant, G. H. (2003). The evolution of corporate governance and its impact on modern corporate America. Management Decision, 41 (9): 923-934.
  • Greene, W. E., Walls, G. D ve Schrest, L. J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8 (4): 5-13.
  • Hartline, M. D. ve Ferrell, O. C. (1996). The management of customer-contact service employees: Empirical investigation. Journal of Marketing, 60 (4): 52-70.
  • Joseph, W. B. (1996). Internal marketing builds service quality. Marketing Review, 16 (1): 54-59.
  • Kalağan, G. (2009). Araştırma görevlilerinin örgütsel destek algıları ile örgütsel sinizm tutumları arasındaki ilişki. Yayınlanmamış Yüksek Lisans Tezi. Akdeniz Üniversitesi, Sosyal Bilimler Enstitüsü, Antalya.
  • Kalyoncu, H. (2007). Hizmet sektöründe müşteri tatmini açısından içsel pazarlama ve uygulama. Yayımlanmamış Yüksek Lisans Tezi. Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
  • Kang, G., James, J. ve Alexandris, K. (2002). Measurement of internal service quality. Managing Service Quality, 12 (5): 278-291.
  • Kotler, P. ve Armstrong, G. (2004). Principles of marketing. New Jersey: Prentice-Hall.
  • Liao, J. F., Wu, C. H. J., Jou, Y. H., ve Huang, Y. Y., (2004). A Study of the relationship between of internal marketing, job satisfaction and customer-oriented behaviors. Sun Yat-Sen Management Review, 12 (2): 181-201.
  • Lings, I. N. (2004). Internal market orientation construct and consequences. Journal of Business Research, 57 (4): 405-413.
  • Maignan, I. ve Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32 (1): 3-19.
  • Meyer, J. P. ve Allen, N. J. (1991). A Three-component conceptualization of organizational commitment. Human Resources Management Review, 1 (1): 61-89.
  • Mowday, R. T., Steers, R. M. ve Porter, L. W. (1979). The measurement of organizational commitment. Journal of Vocational Behaviour, 14 (2): 224-247.
  • Mowday, R. T., Porter L. W. ve Steers, R. M. (1982). Employee-
  • organization linkages: The psychology of commitment, absenteeism, and turnover. New York: Academic Press.
  • Nafei, W. A. (2013). The effects of organizational cynicism on job attitudes: An empirical study on teaching hospitals in Egypt. International Business Research, 6 (7): 52-69.
  • Nair, P. ve Kamalanabhan, T. J. (2010). The Impact of cynicism on ethical intentions of Indian managers: The moderating role of their level of management. International Journal of Trade, Economics and Finance, 1 (2): 155-159.
  • Nunnally, J. C. (1978). Psychometric theory (Second edition). New York: McGraw-Hill.
  • Piercy, N. F. (1995). Customer satisfaction and the internal market: Marketing our customers to our employees. Journal of Marketing Practice: Applied Marketing Science, 1 (1): 22-44.
  • Pitt, L.F.ve Foreman, S.K. (1999). Internal marketing role in organizations: A transaction cost perspective. Journal of Business Research, 44 (1): 25-36.
  • Porter, L. W, Steers, R. M., Mowday, R. T. ve Boultian, P. V. (1974). Organizational commitment, job satisfaction and turnover among psychiatric technicians. Journal of Applied Psychology, 59 (5): 603-609.
  • Rafiq, M. ve Ahmed, P. K. (1993). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management, 9 (3): 219-232.
  • Rafiq, M. ve Ahmed, P. K. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14 (6): 449-462.
  • Reichers, A. E., Wanous, J. P. ve Austin, J. T. (1997). Understanding and managing cynicism about organizational change. The Academy of Management Executive, 11 (1): 48-59.
  • Tansuhaj, P., Randall, D. ve McCullough, J, (1991). Applying the internal marketing concept within large organizations: As applied to a credit union. Journal of Professional Services Marketing, 6 (2): 193-202.
  • Türköz, I. (2006). Hizmet sektöründe içsel pazarlama uygulamalarının şirket performansına etkisi: İstanbul’daki otellerde uygulamalı bir araştırma. Yayınlanmamış Yüksek Lisans Tezi. Trakya Üniversitesi, Sosyal Bilimler Enstitüsü, Edirne.
  • Varey, R. J. (1995). Internal marketing: A review and some interdisciplinary research challenges. International Journal of Service Industry Management, 6 (1): 40-63.
  • Wilkerson, J. M. (2002). Organizational cynicism and its impact on human resources management. G. R. Ferris, M. R. Buckley ve D. B. Fedor (Der.) Human resources management: Perspectives, context, functions, and outcomes: İçinde: 532-546. Upper Saddle River, NJ.: Prentice Hall.
There are 47 citations in total.

Details

Journal Section Articles
Authors

Derya Atlay Işık

Ali Ender Altunoğlu

Publication Date July 12, 2016
Submission Date December 9, 2014
Published in Issue Year 2016 Volume: 18 Issue: 2

Cite

APA Atlay Işık, D., & Altunoğlu, A. E. (2016). İÇSEL PAZARLAMANIN ÖRGÜTSEL SİNİZM VE ÖRGÜTSEL BAĞLILIĞA ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 273-290. https://doi.org/10.16953/deusbed.88777