İÇSEL PAZARLAMA İLE KURUMSAL İTİBAR ALGISI ARASINDAKİ İLİŞKİLER

Yıl 2022, Cilt: 5 Sayı: 1, 54 - 87, 27.04.2022

Gül Banu Dayanç Kıyat , Coşkun Kaya

Öz

This article aims to identify the relationship between internal marketting and corporate reputation through a concise research on employees of state and private universities in Turkey.
The data colected from 501 participants through interviews on voluntary basis have been analyzed through SPSS 21.0 and AMOS 20.0 programs. In this study, the convenience sampling method has been adopted and applied and four main hypotheses have been tested to complete the essential research criteria procedures and steps such as validity, reliability, descriptive, relational, interactional and difference analysis.
The analysis elaborated internal marketing and corporate reputation under a single dimension and demonstrated that the related dimensions were perceived as a holistic concept by the higher education sector. The hypothesis tests which intended to determine variance (the change) in internal marketting perception and the effect of this variance on corporate reputation and this researched revealed that the increase in the perception of internal marketting leads to a boost in the perception of corporate reputation. Furthermore, the study showed that internal marketring and corporate reputation perceptions of private university employees are more robust than those of state universities.
This is the first study which established and revealed the relationship between internal marketing and the corporate reputation in the sector of education.

Anahtar Kelimeler

Internal marketing,, corporate reputation,, employee at universities,, private universities,, state universities.

Kaynakça

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