Yenilikçi, Destekleyici ve Bürokratik Örgüt Kültürünün Pazar Odaklılık Üzerine Etkisi: Otel İşletmeleri Üzerine Bir Çalışma

Yıl 2019, Cilt: 7 Sayı: 4, 45 - 51, 27.08.2019

Ozan Çatır

https://doi.org/10.18506/anemon.461867

Öz

Bu
çalışmanın amacı, yenilikçi, destekleyici ve bürokratik kültürün otel
işletmeleri bağlamında pazar odaklılık üzerindeki etkilerini incelemektir. Bu
araştırma için yöntem, tanımlayıcı olarak tasarlanmıştır. Uygulama için 312 anket
formu dağıtılmış ve elde edilen 242 anket formundan 226 tanesi değerlendirmeye
uygun görülmüştür. Anketlerden elde edilen veriler düzenlenerek istatistik
paket programında uygun analizler (ortalama, standart sapma, faktör analizi,
regresyon) yapılarak yorumlanmıştır.  Çalışmanın
sonuçlarına göre, yenilikçi ve destekleyici örgüt kültürü boyutlarının pazar
odaklılık üzerinde pozitif yönlü bir etkisinin olduğu tespit edilmiştir.
Ayrıca, otel işletmeleri için mevcut olan örgütsel planlama ve pazarlama
seçeneklerinin geliştirilmesi ve örgüt kültürünü şekillendirmeye çalışan
yöneticilere pazar odaklılığın uygulanması ile ilişkili davranışlara rehberlik
edilmesi gerekliliği vurgulanmıştır.

Anahtar Kelimeler

Yenilikçi kültür, Destekleyici Kültür, Bürokratik Kültür, Pazar Odaklılığı

The Effect of Innovative, Supportive and Bureaucratic Organization Culture On Market Orientation: An Example of Hotel Organizations

Öz

The
aim of this study is to examine the effects of innovative, supportive and
bureaucratic culture on market orientation in the context of hotel businesses.
The method for this research was designed as descriptive. 312 questionnaires
were distributed and 226 of 242 questionnaires were evaluated. The data
obtained from the questionnaires were edited and interpreted in the statistical
package program by performing appropriate analyzes (mean, standard deviation,
factor analysis, regression). According to the results of the study, innovative
and supportive organizational culture dimensions have a positive effect on
market orientation. In addition, it is emphasized that the existing
organizational planning and marketing options for hotel businesses should be developed
and the managers who try to shape the organizational culture should be guided
by the behaviors related to the application of market focus

Anahtar Kelimeler

Innovative Culture, Supportive Culture, Bureauctratic Culture, Market Orientation

Kaynakça

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