İÇSEL PAZARLAMA UYGULAMALARININ İÇSEL MARKALAMAYA ETKİSİ: TÜRKİYE’DEKİ KATILIM BANKALARINDA UYGULAMALI BİR ARAŞTIRMA

Yıl 2019, Cilt: 12 Sayı: 23, 95 - 122, 01.06.2019

Ünal Efe Ayşe Akyol

Öz

Küreselleşme ile birlikte rekabetinde daha arttığı günümüz coğrafyasında işletmeler, faaliyetlerini her zamankinden daha farklı yöntem ve modellerle sürdürmek zorundadır. İşletmeleri diğerlerinden farklılaştıracak önemli iki unsur; çalışan memnuniyetini sağlamak ve markalaşmaktır. İçsel pazarlama ve içsel markalama kavramları bu çerçevede işletmelere önemli rekabet avantajı sunmaktadır. Bu araştırmanın amacı Türkiye’deki katılım bankacılığı sektöründe içsel pazarlama uygulamalarının içsel markalama uygulamaları üzerindeki etkisininin olup olmadığını tespit etmektir. Araştırma, 524 katılımcıdan elde edilen veriler yardımıyla yapılmıştır. Araştırmanın analiz kısmında açıklayıcı ve doğrulayıcı faktör analizleri ile yapısal eşitlik modeli kullanılmıştır. Çalışmanın sonuçlarına göre, içsel pazarlama uygulamalarının içsel markalama uygulamalarını etkilediği tespit edilmiştir. Araştırmanın diğer önemli bir sonucu da, içsel pazarlama uygulamaları ile motive olmuş ve eğitilmiş çalışanlar, bağlı oldukları işletme veya organizasyonun markalaşma sürecinin başarısında oldukça önemli faktör konumundadır

Anahtar Kelimeler

İçsel pazarlama, içsel markalama, çalışan memnuniyeti, hizmet kalitesi, marka bağlılığı, katılım bankacılığı

THE EFFECT OF INTERNAL MARKETING ON INTERNAL BRANDING: AN EMPIRICAL RESEARCH ON PARTICIPATION BANKS IN TURKEY

Öz

In today’s geography where competition is increasing with globalization, businesses have to maintain their activities with different methods and models than ever before. Two essential factors that will make a business different from others are ensuring the employee satisfaction and branding. The concepts of internal marketing and internal branding offer a significant competition advantage to businesses in this context. The purpose of this paper is to evaluate the effects of internal marketing practices on internal branding practices in the participation banking sector in Turkey. The study employs data collected from a survey involving 524 participants. In the analysis part of this study, exploratory factor analysis, confirmatory factor analysis and structural equation model were used. According to the results of the study, it was determined that internal marketing practices affect internal branding practices. An other important result of the research is that employees who are motivated and trained with internal marketing practices are quite important factor in the success of the branding process of their affiliated business or organization.

Anahtar Kelimeler

Internal marketing, internal branding, employee satisfaction, service quality, brand attachment, participation banking

Kaynakça

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