HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

Year 2019, Issue: 24, 115 - 130, 24.07.2019

Metin Ocak , Aslıhan Yavuzalp Marangoz

https://doi.org/10.18092/ulikidince.542453

Abstract

In
this study the mediating role of job satisfaction over the impacts of
organizations’ internal marketing acitivities on employees’ organizational
commitment is examined. The sample of the study consists of 356 employees from
several sectors. Mediation tests were carried out with traditional and modern
methods to the data obtained through electronic survey method from these
employees. Both analysis methods showed that job satisfaction has a partial
mediating role in the relationship of internal marketing and employees'
organizational commitment. Depending on these findings, it is suggested that
organizations’ internal marketing activities are important for increasing
organizational commitment of employees. However, this effect can be increased
with developing job satisfaction through internal marketing acitivities.

Keywords

Internal Marketing, Organizational Commitment, Job Satisfaction, Mediating Role

HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

Abstract

Bu
çalışmada örgütlerin içsel pazarlama faaliyetlerinin çalışanların örgütsel
bağlılıkları üzerine etkisinde iş tatmini tutumlarının aracılık rolü
incelenmiştir. Araştırmanın örneklemini farklı sektörlerde çalışan toplam 356
çalışan oluşturmuştur. Söz konusu çalışanlardan elektronik anket yöntemi ile
elde edilen verilerle geleneksel ve modern yöntemlerle aracılık testleri
yapılmıştır. Yapılan analizler neticesinde her iki yöntemde de örgütlerin içsel
pazarlama faaliyetleri ile çalışanların örgütsel bağlılıkları etkileşiminde iş
tatmininin kısmi bir aracılık etkisi olduğu tespit edilmiştir. Bu bulgulara göre örgütlerin içsel
pazarlama faaliyetlerinin çalışanların örgütsel bağlılıklarını artırmak için
önemli olduğu, ancak örgütsel bağlılık üzerindeki etkinin bir kısmının
çalışanların iş tatmini tutumlarının içsel pazarlama faaliyetleriyle olumlu
yönde geliştirilerek artırılabileceği değerlendirilmiştir.

Keywords

İçsel Pazarlama, Örgütsel Bağlılık, İş Tatmini, Aracılık Rolü

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