The Role of Internal Marketing on Job Satisfaction and Turnover Intention: An Empirical Investigation of Sport and Physical Activity Organizations

Abstract

Market share of sport and physical activity organizations in the services sector has been steadily increasing because of changing consumer lifestyles and elevated levels of consumer awareness and interest in health and fitness. Therefore, the objective of this study was to investigate the role of internal marketing on employee job satisfaction and turnover intentionin the sport and physical activity organizations. Internal Marketing (Foreman and Money, 1995), job satisfaction (Chang and Chang, 2007) and turnover intention (Landau and Hammer, 1986) scales were used as data collection instruments. The data for the study were collected from fitness trainers (N=142) who were employed in commercial fitness centers. The study results demonstrate that there is a significant positive relationship between internal marketing and job satisfaction. The results also show that turnover intention is significantly influenced by internal marketing and job satisfaction. Furthermore, the effects of internal marketing on turnover intention were fully mediated by job satisfaction

Keywords

• Internal marketing, job satisfaction, turnover intention, sport organizations

İçsel Pazarlamanın İş Tatmini ve İşten Ayrılma Niyeti Üzerindeki Rolü: Spor ve Fiziksel Etkinlik İşletmeleri Üzerine Ampirik Bir İnceleme

Abstract

İnsanların değişen yaşam tarzı, yükselen tüketici bilinci, sağlık ve fiziksel uygunluğa yönelik ilgisinden dolayı spor ve fiziksel etkinlik işletmelerinin hizmet sektörü içerisindeki pazar payı gün geçtikçe artmaktadır. Bu bağlamda, spor ve fiziksel etkinlik işletmelerinde içsel pazarlamanın iş tatmini ve işten ayrılma niyeti üzerindeki rolünün incelenmesi bu araştırmanın amacını oluşturmaktadır. Araştırmada veri toplama aracı olarak; Foreman ve Money’in (1995) içsel pazarlama ölçeği, Chang ve Chang’ın (2007) iş tatmini ölçeği, Landau ve Hammer’in (1986) işten ayrılma niyeti ölçeği kullanılmıştır. Veriler, ticari olarak faaliyet gösteren fitness merkezlerinde görev yapan antrenörlerden (N=142) elde edilmiştir. Araştırma sonuçları, içsel pazarlama ile iş tatmini arasında anlamlı ve pozitif bir ilişkinin varlığını; işten ayrılma niyeti ile içsel pazarlama ve iş tatmini arasında ise anlamlı ve negatif bir ilişkinin varlığını ortaya koymuştur. Ayrıca araştırma sonuçları iş tatmininin içsel pazarlama ve işten ayrılma niyeti arasında tam aracılık etkisi olduğunu da göstermiştir

Keywords

• İçsel pazarlama, iş tatmini, işten ayrılma niyeti, spor işletmeleri

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