İçsel Pazarlama Uygulamalarının Örgütsel Vatandaşlık Davranışına Etkisi: Kamu Kurumunda Bir Uygulama

Year 2022, Volume: 7 Issue: 1, 83 - 98, 05.02.2022

Ahmet Mutlu Akyüz , Yusuf Yazıcı

https://doi.org/10.23834/isrjournal.1027505

Cited By: 1

Abstract

Kurumlar, çalışanlarının gelişiminde ve kurum içi iş süreçlerinin daha etkin ve verimli bir şekilde yürütülmesinde çeşitli içsel pazarlama faaliyetleri organize etmektedirler. Yürütülen bu faaliyetlerle çalışanların kuruma bağlılıklarını arttırmayı ve daha başarılı bir iş süreci yürütmelerini sağlamayı hedeflemektedirler. Bu çalışmanın amacı yürütülen içsel pazarlama faaliyetlerinin çalışanların örgütsel vatandaşlık (diğergamlık) davranışı gösterme eğilimleri üzerindeki olası etkisini araştırmaktır. Çalışmanın evrenini Trabzon ilinde bulunan bir kamu kurumunun çalışanları oluşturmaktadır. Araştırma modelini test etmede gereken veriler kolayda örneklem kullanılarak anket yöntemi ile toplanmış olup, 210 adet katılımcıya ulaşılmıştır.
Verilerin analiziyle elde edilen bulgular neticesinde içsel pazarlama faaliyetlerinin alt boyutlarını oluşturan eğitim ve gelişim boyutu ile iç iletişim alt boyutlarının örgütsel vatandaşlık davranışı değişkenini oluşturan bireysel vatandaşlık davranışı ve örgütsel vatandaşlık davranışı alt boyutlarının her ikisi üzerinde pozitif ve anlamlı etkilerinin olduğu gözlemlenirken, diğer alt boyutlardan ücret ve ödüllendirme boyutu ile personel güçlendirme boyutunun anlamlı etkiye sahip olmadıkları tespit edilmiştir.

Keywords

İçsel pazarlama, örgütsel vatandaşlık davranışı, pazarlama

The Effect of Internal Marketing Practices on Organizational Citizenship Behaviour: An Application in a Public Institution

Abstract

Institutions organize various internal marketing activities both in the execution of internal business processes more effectively and efficiently and in the development of their employees. With these activities, they aim to increase the loyalty of the employees to the institution and to enable them to carry out a more successful business process. The aim of this study is to investigate the possible effects of internal marketing activities on the tendency of employees to display organizational citizenship (altruism) behaviour. The universe of the study consists of the employees of a public institution in Trabzon. The data required to test the research model were collected by survey method using convenience sampling, and 210 participants were reached.
As a result of the findings obtained by the analysis of the data; It has been observed that the sub-dimensions of internal marketing activities: training and development and internal communication sub-dimensions have positive and significant effects on both the individual citizenship behaviour and organizational citizenship behaviour sub-dimensions, which constitute the organizational citizenship behaviour variable. It has been determined that the wage and reward dimension and the personnel empowerment dimension, which are among the other sub-dimensions, do not have a significant effect.

Keywords

Internal marketing, organizational citizenship behaviour, marketing

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