INTERNAL MARKETING IN PUBLIC SERVICE SECTOR AND ITS EFFECT ON JOB SATISFACTION
Öz
Internal marketing can be interpreted to applicate marketing practices to the organization’s employees. Internal marketing is very important and related to almost any organization. Satisfying employees result in motivation so that the service quality of service provider is going to be higher and service output is going to be increased.
The aim of this paper is to analyze internal marketing in public service sector in Bursa and to propose internal marketing strategies for managers based on the findings. Therefore different public service organizations’ employees were reached. As a sampling method quota sampling was chosen because not many of the public service deliverers were eager to participate in such a survey. To collect data, questionnaire method was selected. Regression analysis was used to analyze the effects on job satisfaction. Results show that colleagues, job enrichment and compensation have significant effect on job satisfaction.
Kaynakça
- Achilleas Boukis, Kostas Kaminakis, Anastasios Siampos, Ioannis Kostopoulos, (2015), Linking Internal Marketing with Customer Outcomes, Marketing Intelligence and Planning, Volume: 33, No: 3, pp. 394-413.
- Ana Paula Rodrigues, Jose Carlos M.R. Pinho, (2010), Market Orientation, Job Satisfaction, Commitment and Organizational Performance: The Specific Case of Local Public Sector, Transforming Government: People, Process and Policy, Volume: 4, No: 2, pp. 172-192.
- Anselmo Ferreira Vasconcelos, (2008), Broadening Even More the Internal Marketing Concept, European Journal of Marketing, Volume: 42, Issue: 11, pp. 1246-1264.
- Jamshed A. Halepota, Naimatullah Shah, (2011), An Empirical Investigation of Organizational Antecedents on Employee Job Satisfaction in a Developing Country, Transforming Government: People, Process and Policy, Volume: 5, Issue: 3, pp. 280-294.
- José Varela González, Teresa García Garazo, (2006), Structural Relationships between Organizational Service Orientation, Contact Employee Job Satisfaction and Citizenship Behavior, International Journal of Service Industry Management, Volume: 17, Issue: 1, pp. 23-50.
- Mamoun N. Akroush, Amjad A. Abu-ElSamen, Ghazi A. Samawi, Abdelhadş L. Odetallah, (2013) Internal Marketing and Service Quality in Restaurants, Marketing Intelligence and Planning, Volume: 31, No: 4, pp. 304-336.
- Michael T. Ewing, Albert Caruana, (1999), An Internal Marketing Approach to Public Sector Management: The Marketing and Human Resources Interface, International Journal of Public Sector Management, Volume: 12, No: 1, pp. 17-26.
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Ayrıntılar
Birincil Dil
Türkçe
Konular
-
Bölüm
-
Yayımlanma Tarihi
28 Aralık 2015
Gönderilme Tarihi
28 Aralık 2015
Kabul Tarihi
-
Yayımlandığı Sayı
Yıl 2015 Cilt: 5 Sayı: 2
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