İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA

Yıl 2018, Cilt: 3 Sayı: 2, 130 - 150, 30.11.2018

Şaduman Şeyda Gökdemir , N. Serdar Sever

Öz

İçsel
markalaşma kısaca çalışan davranışları ile marka vaadinin uyumlu hale getirilme
süreci olarak tanımlanır.  Özellikle
hizmet sektöründe marka vaadi tüketicilere çalışanlar tarafından
aktarılmaktadır. İçsel markalaşmayı sağlamış kurumlarda çalışanların marka
vaadini iletmede daha istekli olduğu görülmüştür. Bu nedenle eşsiz müşteri
deneyimi elde etmek isteyen kurumlar çalışanlara daha fazla önem vermeye
başlamışlardır. İçsel markalaşmanın oluşumu kurum içi iletişim, çalışanların
eğitimi, ödül gibi insan kaynakları uygulamaları ve lider etkisi ile yakından
ilgilidir. İçsel markalaşma sonucunda ise çalışanlarda önce markaya yönelik
duygusal bağlılık ve sadakat, daha sonra marka destekli davranışların oluştuğu
öngörülmektedir. Ancak çalışanların marka vaadini iletmede, gönüllü olmalarında
en büyük etken markaya duygusal bağlılıkları ile açıklanır.

Bu çerçevede bu
çalışmanın amacı, içsel markalaşma ve duygusal bağlılık arasındaki ilişkiyi
çalışan perspektifinden ortaya koymaktır. Çalışmanın amacı, içsel markalaşma
ile çalışan bağlılığı arasındaki ilişkiyi ortaya koymaktır. Çalışmada nicel
araştırma yöntemi kullanılmış ve veriler anket yöntemi aracılığıyla toplanmıştır.
Araştırmada içsel markalaşma; içsel iletişim, 
insan kaynakları uygulamaları ve lider algısı olarak ele alınmıştır. Araştırma
bulguları çalışanların içsel markalaşmaya yönelik algılarında cinsiyet, eğitim,
maaş ve iş tanımı değişkenleri arasında bir farklılık olduğunu göstermektedir. Ayrıca
içsel markalaşma ve duygusal bağlılık arasında pozitif bir ilişki olduğunu belirlenmiştir.  Son olarak, içsel iletişim ve lider algısı
ile duygusal bağlılık arasında pozitif ve yüksek düzeyde bir ilişki bulunurken;
insan kaynakları uygulamaları ile duygusal bağlılık arasında pozitif ve orta
düzeyde bir ilişki bulunmuştur.

Anahtar Kelimeler

İçsel Markalaşma, İçsel İletişim, İnsan Kaynakları, Liderlik, Duygusal bağlılık

THE RELATIONSHIP BETWEEN INTERNAL BRANDING AND AFFECTIVE COMMITMENT: A DESCRIPTIVE RESEARCH FROM THE EMPLOYEE PERSPECTIVE

Öz

Internal branding is briefly defined as the process of
aligning of employee behavior and brand promise. In particular in the service
sector, brand promise is transferred to the consumers by the employees. It has
been seen that in the corporations which established internal branding,
employees are more willing to transmit the brand promise. Therefore, corporations
that desire to have a unique customer experience started to give more
importance to the employees. On the other hand, the formation of internal
branding is closely related to internal communication, human resources
practices such as, employee training, reward and leadership effects. As a
result of internal branding, it is foreseen that firstly employees' emotional
commitment and loyalty then, brand supported behaviors arise. However, the most
important factor in demonstrating brand supported behaviors of employees is
their emotional commitment to the brand.

The aim of the
study is to reveal the relationship between internal branding and affective
commitment from the employee perspective. Quantitative research method is used in the study
and data is collected through questionnaire method. In the
research, internal branding has been handled in terms of internal
communication,  human resources applications
and leader perception. Findings show that there is a difference between
gender,  education,  salary and job description variables in the
perception of employees towards internal branding. The findings also show that
there is a positive relationship between internal branding and affective
commitment. Finally, it appears that there is a positive and moderate-level
relationship between human resource applications and affective commitment,
while there is a positive and high level relationship between internal
communication-leader perception and affective commitment.

Anahtar Kelimeler

: Internal Branding, Internal Communication, Human Resource, Leadership, Affective Commitment

Kaynakça

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