THE EFFECT OF PERCEIVED VISIONARY LEADERSHIP TO INTERNAL MARKETING: A SAMPLE OF ACCOMMODATION BUSINESSES

Year 2022, Volume: 12 Issue: 4, 2257 - 2270, 30.12.2022

Mehmet Halit Akın Yavuz Sezer Oğuzhan

https://doi.org/10.30783/nevsosbilen.1171790

Cited By: 2

Abstract

It is a fact that the leadership style and reflections of the managers are necessary in order to provide a more effective and efficient workforce by providing motivation and satisfaction of employees in accommodation businesses. At this point, it is known that visionary leadership has an important position in terms of achieving organizational goals by collaborating within the organization. The presence of managers who adopt a visionary leadership style is very important for the success of internal marketing practices, especially as an operational process, in accommodation businesses and ensuring employee satisfaction, which has direct effects on customer satisfaction. In line with this information, the aim of the research is to determine the effect of perceived visionary leadership on internal marketing in the sample of employees of four and five stars chain accommodation businesses in Kayseri. As a result, although there is a weak relationship between perceived visionary leadership and internal marketing, it has been determined that perceived visionary leadership has a positive effect on internal marketing.

Keywords

Visionary leadership, Internal marketing, Accommodation businesses

ALGILANAN VİZYONER LİDERLİĞİN İÇSEL PAZARLAMAYA ETKİSİ: KONAKLAMA İŞLETMELERİ ÖRNEĞİ

Abstract

Konaklama işletmelerinde çalışanların motivasyon ve memnuniyetini sağlayarak daha etkin ve verimli bir iş gücü ortaya koyabilmeleri için yöneticilerin sergilemiş olduğu liderlik tarzı ve yansımaları önemli bir araçtır. Bu noktada, örgüt içerisinde iş birliği sağlayarak örgütsel hedeflere ulaşılabilmesi bakımından vizyoner liderliğin önemli bir konuma sahip olduğu bilinmektedir. Vizyoner liderlik tarzını benimseyen yöneticilerin varlığı, konaklama işletmelerinde özellikle operasyonel bir süreç olarak içsel pazarlama uygulamalarının başarıya ulaşması ve müşteri memnuniyetine yönelik doğrudan etkileri bulunan çalışan memnuniyetinin sağlanması bakımından oldukça önemlidir. Bu bilgiler doğrultusunda araştırmanın amacı, algılanan vizyoner liderliğin içsel pazarlamaya olan etkisinin Kayseri’deki dört ve beş yıldızı zincir konaklama işletmelerinin çalışanları örneğinde tespit edilmesi olarak ortaya konmuştur. Sonuç olarak algılanan vizyoner liderlikle içsel pazarlama da zayıf yönlü bir ilişki olmasına rağmen algılanan vizyoner liderliğin içsel pazarlama üzerinde pozitif yönde etki oluşturduğu saptanmıştır.

Keywords

Vizyoner liderlik, İçsel pazarlama, Konaklama işletmeleri

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