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THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES

Year 2021, Volume: 23 Issue: 1, 471 - 492, 10.06.2021
https://doi.org/10.26468/trakyasobed.837035

Abstract

The purpose of this study is to determine whether service quality perceptions of hotel employees affect their work job satisfaction and to reveal whether internal market orientation has an intermediary role in this interaction. The population of the research is “All employees working in hotels with tourism establishment certificates which were operating in Turkey throughout the month of June 2019”. Data obtained from AKTOB – Association of Mediterranean Tourism, were used to determine the population size of the research. Within the scope of the data obtained, the size of the population was set as 315.513 people. Since it was not possible for the population, random sampling was used. In sampling, out of random sampling methods, the “field sampling method” was adopted. For this study, a test model has been developed and a survey has been conducted on 303 employees. In this study, internal market orientation was researched by using the structural equation model by associating the perceived service quality and job satisfaction. The most striking result of the study is the high causality impact of internal market orientation on job satisfaction. Employees, who feel that they are being cared about more in terms of internal market orientation, will have higher job satisfaction and high corporate loyalty. As a result of the Sobel Test, which was carried out to support the result regarding the mediation effect, also shows that the mediation effect is significant.

References

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  • Ene, S. (2013). İçsel pazarlamaya yönelik olan çalışanların pazarlama kültürünün oluşturulmasının işletme performansını arttırmadaki rolü. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 5(10), 67-91.
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  • Gounaris, S. P. (2006). Internal-market orientation and its measurement. Journal of Business Research,59, 432– 448.
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  • He, P., Murrmann S. K. & Perdue, R. R. (2010). An investigation of the relationships among employee empowerment, employee perceived service quality, and employee job satisfaction in a U.S. hospitality organization. Journal of Foodservice Business Research, 13, 36–50.
  • Herzberg, F., Mausner, B. & Snyderman, B. (1959). The Motivation to Work. New York: John Wiley & Sons.
  • Hwang, I. & Chi, G. (2005). Relationships among internal marketing, employee job satisfaction and international hotel performance: an empirical study. International Journal of Management, 22(2), 285-293.
  • Israeli, A. A. & Barkan, R. (2003). The impact of hotel social events on employee satisfaction: a case study. Journal of Human Resources in Hospitality & Tourism, 2(2), 23-39.
  • Jyoti, J. & Jyoti, S. (2012). Impact of market orientation on business performance: role of employee satisfaction and customer satisfaction. Vision: The Journal of Business Perspective, 16(4), 297-313.
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ALGILANAN HİZMET KALİTESİ VE İŞ TATMİNİ İLİŞKİSİNDE İÇSEL PAZAR ODAKLILIĞIN ARACILIK ETKİSİ: TÜRK OTELLERİ ÖRNEĞİ

Year 2021, Volume: 23 Issue: 1, 471 - 492, 10.06.2021
https://doi.org/10.26468/trakyasobed.837035

Abstract

Bu çalışmanın amacı, Türkiye'deki otel işletmesi çalışanlarının hizmet kalitesi algılamalarının iş tatminlerini etkileyip etkilemediğini tespit etmek ve bu etkileşimde içsel pazar odaklılığın aracılık rolü olup olmadığını ortaya koymaktır. Araştırmanın evrenini "2019 Haziran ayı süresince Türkiye’de faaliyet gösteren turizm işletme belgeli otellerde çalışantüm çalışanlar" oluşturmaktadır. Araştırmanın evren büyüklüğünün belirlenmesinde AKTOB – Akdeniz Turistik Otelciler ve İşletmeciler Birliği’nden alınan veriler kullanılmıştır. Elde edilen veriler kapsamında evrenin büyüklüğü 315.513 kişi olarak tespit edilmiştir. Evrenin tümüne ulaşmak mümkün olmadığından örnekleme yoluna gidilmiştir. Örneklemede tesadüfi örnekleme yöntemlerinden “alanlara göre örnekleme yöntemi” kullanılmıştır. Önerilen model 303 otel çalışanı üzerinde test edilmiştir. Verilerin analizinde Yapısal Eşitlik Modellemesi’nin (YEM) kullanıldığı bu araştırma sonucunda, algılanan hizmet kalitesinin iş tatmini üzerinde etkisi olduğu tespit edilmiştir. Aynı zamanda, içsel pazar odaklılığın algılanan hizmet kalitesi ve iş tatmini arasındaki ilişki üzerinde kısmi (partial) bağdaştırıcı etkisi olduğu sonucuna ulaşılmıştır. Analiz sonucunda aracılık etkisine ilişkin sonucu desteklemek amacıyla gerçekleştirilen Sobel Testi de aracılık etkisinin anlamlı olduğunu göstermektedir.

References

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  • Adomaitiene, R. & Slatkevičienė,G. (2008). Employee satisfaction and service quality in contact centres. Economics and Management, 13, 770-775.
  • AKTOB – Mediterranean Touristic Hoteliers Association//Akdeniz Turistik Otelciler ve İşletmeciler Birliği https://aktob.org.tr/,12.05.2019.
  • Al-Hawary, S. I. S., Al-Qudah, K. A. M., Abutayeh, P. M., Abutayeh, S. M. & Al-Zyadat, D. Y. (2013). The Impact of internal marketing on employee’s job satisfaction of commercial banks in Jordan. Interdisciplinary Journal of Contemporary Research in Business, 4(9), 811-826.
  • Bakhare Sinha, R. S. (2011). The ımpact of employee satisfaction on customer delight service quality and profitability of the firm. Anvesha, 4(2), 44-53.
  • Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research – conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Berry, L. & Parasuranam, A. (1991). Competing Through Quality. New York: Free Press.
  • Candan, B. & Çekmecelioğlu, H. G. (2009). Içsel pazarlama faaliyetlerinin örgütsel bağlılık unsurları açısından değerlendirilmesi: bir araştırma, Yönetim, 20(63), 41-58.
  • Chang, C. S. & Chang, H. H. (2007). Effects of internal marketing on nurse job satisfaction and organizational commitment: example of medical centers in Southern Taiwan. Journal of Nursing Research, 15(4), 265-274.
  • Davis, K. & Newstrom, J. W. (1989). Human Behaviour at Work, Organizational Behaviour. New York: McGraw-Hill.
  • Demirel, Y. (2009). Örgütsel bağlılığın iç hizmet kalitesi üzerine etkisi: kamu ve özel sektör çalışanları üzerine bir araştırma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 23, 269-282.
  • Di Xie, M. S. (2005). Exploring organizational learning culture, job satisfaction, motivation to learn, organizational commitment and ınternal service quality in a sport organization, (Unpublished Doctorate Dissertation). Ohio State University, USA.
  • Ene, S. (2013). İçsel pazarlamaya yönelik olan çalışanların pazarlama kültürünün oluşturulmasının işletme performansını arttırmadaki rolü. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 5(10), 67-91.
  • Ergün, S. & Boz, H. (2017). İşletmelerin içsel pazarlama uygulamaları ve işgörenlerin iş tatmini ilişkisi: konaklama işletmelerinde bir araştırma. Pazarlama İçgörüsü Üzerine Çalışmalar, 1(1/2), 1-12.
  • Eskildsen, J. K. & Dahlgaard, J. J. (2000). A causal model for employee satisfaction, Total Quality Management, 11(8): 1081-1094.
  • Farzad, A., Nasim, N.N & Caruana, A. (2008). The effect of ınternal marketing on organizational commitment in Iranian banks. American Journal of Applied Sciences, 5(11), 1480-1486.
  • Fornell, C. & Larker D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. DOI: 10.2307/3151312.
  • Giannopoulos, A. A. & Avlonitis, G. J. (2014). In search of balanced market orientation: ınternal marketing, external marketing and the role of culture in the tourism sector. 2014 Global Marketing Conference, Singapore: 1957-1962.
  • Gil, S. M., Hudson, S. & Quintana, T. A. (2006). The influence of service recovery and loyalty on perceived service quality: a study of hotel customers in Spain. Journal of Hospitality Marketing and Management, 14(2), 47-68.
  • Gounaris, S. P., Stathakopoulos, V. & Athanassopoulos, A. D. (2003), Antecedents to perceived service quality: an exploratory study in the banking industry. The International Journal of Bank Marketing, 21(4), 168-190.
  • Gounaris, S.P. (2008). The notion of ınternal market orientation and employee job satisfaction: some preliminary evidence. Journal of Services Marketing, 22(1), 68 – 90.
  • Gounaris, S. P. (2006). Internal-market orientation and its measurement. Journal of Business Research,59, 432– 448.
  • Gounaris, S. P., Vassilikopoulou, A. & Chatzipanagiotou, K. C. (2010). Internal-market orientation: a misconceived aspect of marketing theory. European Journal of Marketing,44 (11/12), 1667-1699.
  • Hair, J., Black, W., Babin, B. & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). NJ, USA: Prentice-Hall.
  • He, P., Murrmann S. K. & Perdue, R. R. (2010). An investigation of the relationships among employee empowerment, employee perceived service quality, and employee job satisfaction in a U.S. hospitality organization. Journal of Foodservice Business Research, 13, 36–50.
  • Herzberg, F., Mausner, B. & Snyderman, B. (1959). The Motivation to Work. New York: John Wiley & Sons.
  • Hwang, I. & Chi, G. (2005). Relationships among internal marketing, employee job satisfaction and international hotel performance: an empirical study. International Journal of Management, 22(2), 285-293.
  • Israeli, A. A. & Barkan, R. (2003). The impact of hotel social events on employee satisfaction: a case study. Journal of Human Resources in Hospitality & Tourism, 2(2), 23-39.
  • Jyoti, J. & Jyoti, S. (2012). Impact of market orientation on business performance: role of employee satisfaction and customer satisfaction. Vision: The Journal of Business Perspective, 16(4), 297-313.
  • Kaya, İ. (2010). Otel işletmelerinde işgörenlerin iş tatminini etkileyen işi bırakma eğilimi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 19(2), 219-236.
  • Keshavarz, Y. & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220-244.
  • Kong, H., Jiang, X., Chan, W. ve Zhou, X. (2018). Job satisfaction research in the field of hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(5), 2178-2194.
  • Korda, A.P. & Milfelner, B. (2009). The importance of perceived value in evaluating hotel guest satisfaction: the case of Slovenia. Acta Turistica, 21(1), 1-22.
  • Kotler, P. (1991). Marketing Management: Analysis, Planning Implementation and Control (7th ed.). New Jersey: Prentice Hall.
  • Kotler, P. (2003). Marketing Management (11th ed.). New Jersey: Prentice Hall.
  • Kozak, N., Özel, Ç.H. & Karagöz Yüncü, D. (2014). Hizmet Pazarlaması (2th ed.). Ankara: Detay Yayıncılık.
  • Kyoon Yoo, D. & Ah Park, J. (2007). Perceived service quality: analyzing relationships among employees, customers, and financial performance. International Journal of Quality & Reliability Management, 24(9), 908-926.
  • Lings, I .N. (1999). Balancing internal and external market orientations. Journal of Marketing Management, 15(4),239-263.
  • Lings, I. N. (2004). Internal market orientation construct and consequences. Journal of Business Research, 57(4), 405-413.
  • Lings, I. N. & Greenley, G. E. (2005). Measuring internal market orientation. Journal of Service Research, 7(3), 290-305.
  • Maiti, S. (2017). Job satisfaction of hospitality employees in budget hotels. International Journal for Scientific Research & Development, 5(10), 348-351.
  • Manav, D. (2017). Konaklama İşletmelerindeki Hizmet Kalitesinin Servqual Yöntemi İle Ölçülmesi ve Özel Belgeli Bir Otel İşletmesinde Uygulanıp Olasılıklarının Araştırılması, (Yayımlanmamış Yükseklisans Tezi), İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
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There are 77 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Selda Uca 0000-0002-9308-9184

Gökçe Yüksek 0000-0002-1010-8694

Demet Tüzünkan 0000-0003-0440-294X

Publication Date June 10, 2021
Published in Issue Year 2021 Volume: 23 Issue: 1

Cite

APA Uca, S., Yüksek, G., & Tüzünkan, D. (2021). THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES. Trakya Üniversitesi Sosyal Bilimler Dergisi, 23(1), 471-492. https://doi.org/10.26468/trakyasobed.837035
AMA Uca S, Yüksek G, Tüzünkan D. THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES. Trakya Üniversitesi Sosyal Bilimler Dergisi. June 2021;23(1):471-492. doi:10.26468/trakyasobed.837035
Chicago Uca, Selda, Gökçe Yüksek, and Demet Tüzünkan. “THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES”. Trakya Üniversitesi Sosyal Bilimler Dergisi 23, no. 1 (June 2021): 471-92. https://doi.org/10.26468/trakyasobed.837035.
EndNote Uca S, Yüksek G, Tüzünkan D (June 1, 2021) THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES. Trakya Üniversitesi Sosyal Bilimler Dergisi 23 1 471–492.
IEEE S. Uca, G. Yüksek, and D. Tüzünkan, “THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES”, Trakya Üniversitesi Sosyal Bilimler Dergisi, vol. 23, no. 1, pp. 471–492, 2021, doi: 10.26468/trakyasobed.837035.
ISNAD Uca, Selda et al. “THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES”. Trakya Üniversitesi Sosyal Bilimler Dergisi 23/1 (June 2021), 471-492. https://doi.org/10.26468/trakyasobed.837035.
JAMA Uca S, Yüksek G, Tüzünkan D. THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES. Trakya Üniversitesi Sosyal Bilimler Dergisi. 2021;23:471–492.
MLA Uca, Selda et al. “THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES”. Trakya Üniversitesi Sosyal Bilimler Dergisi, vol. 23, no. 1, 2021, pp. 471-92, doi:10.26468/trakyasobed.837035.
Vancouver Uca S, Yüksek G, Tüzünkan D. THE MEDIATING ROLE OF INTERNAL MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN PERCEIVED SERVICE QUALITY AND JOB SATISFACTION: THE CASE OF TURKISH HOTEL COMPANIES. Trakya Üniversitesi Sosyal Bilimler Dergisi. 2021;23(1):471-92.
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