İÇSEL PAZARLAMANIN ÇALIŞAN PERFORMANSI ÜZERİNDEKİ ETKİSİNDE İŞ TATMİNİ VE ALGILANAN ÖRGÜTSEL DESTEĞİN ARACI ROLÜ

Year 2024, Volume: 20 Issue: 3, 774 - 802

Mustafa Alp , Müfide Şule Eren

https://doi.org/10.17130/ijmeb.1397453

Abstract

Örgütler açısından entelektüel sermayenin önemi her geçen gün artmaktadır. Bu sebeple
çalışanların memnun ve verimli olması hayatidir. Son yıllarda yapılan çalışma sonuçları içsel pazarlama
uygulamalarının memnuniyet ve verimin arttırılmasında önemli bir araç olduğunu göstermektedir.
Bu bağlamda çalışanların memnuniyetini arttıracak uygulamaları içeren içsel pazarlamanın çalışan
performansı üzerindeki etkisinde iş tatmini ve algılanan örgütsel desteğin aracı rolü incelenmiştir.
Balıkesir ve Çanakkale illerinde hizmet veren sağlık kurumlarında görev yapan sağlık çalışanları ile
nicel bir çalışma gerçekleştirilmiştir. Çalışma sonuçlarına göre içsel pazarlamanın iş tatmini, algılanan
örgütsel destek ve çalışan performansı üzerinde ayrıca iş tatmini ve algılanan örgütsel desteğin de çalışan
performansı üzerinde pozitif yönde etkisi olduğu görülmüştür. Bu sonuçların yanında algılanan örgütsel
desteğin de iş tatmini üzerinde pozitif yönlü etkisi olduğu görülmüştür. Aracılık etkileri incelendiğinde
ise hem iş tatmini hem de algılanan örgütsel desteğin içsel pazarlamanın çalışan performansı üzerindeki
etkisinde bir aracılık rolü olduğu sonucuna varılmıştır.

Keywords

İçsel Pazarlama, İş Tatmini, Algılanan Örgütsel Destek, Çalışan Performansı, Sağlık Kurumları

THE MEDIATOR ROLE OF JOB SATISFACTION AND PERCEIVED ORGANIZATIONAL SUPPORT ON THE IMPACT OF INTERNAL MARKETING ON EMPLOYEE PERFORMANCE

Abstract

The importance of intellectual capital for organizations is increasing day by day. Therefore,
it is vital for employees to be satisfied and productive. Recent research findings indicate that internal
marketing practices are an important tool in increasing satisfaction and productivity. In this context, the
mediating role of job satisfaction and perceived organizational support in the impact of internal marketing
on employee performance has been examined. An quantitative study was conducted with healthcare
professionals working in healthcare institutions in Balıkesir and Çanakkale provinces. According to the study results, internal marketing has a positive effect on job satisfaction, perceived organizational
support, and employee performance. Additionally, both job satisfaction and perceived organizational
support have a positive effect on employee performance. When mediation effects were examined, it was
concluded that both job satisfaction and perceived organizational support play a mediating role in the
impact of internal marketing on employee performance.

Keywords

: Internal Marketing, Job Satisfaction, Perceived Organizational Support, Employee Performance, Healthcare Institutions

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