İÇSEL PAZARLAMANIN GEMİ ACENTELERİNİN İŞ TATMİNİ ÜZERİNDEKİ ETKİSİ: NİCEL BİR ARAŞTIRMA

Yıl 2017, Cilt: 9 Sayı: 1, 25 - 54, 25.06.2017

Esra Baran Gamze Arabelen

https://doi.org/10.18613/deudfd.321567

Cited By: 1

Öz

İçsel pazarlama kavramı bütünsel pazarlamanın ve
hizmet pazarlaması üçgeninin önemli bir parçasıdır ve çalışanları iç müşteri
olarak görerek, onların istek ve ihtiyaçlarının tatmin edilmesi gerektiğini
savunur. Bu araştırmanın temel amacı, içsel pazarlama faaliyetlerinin
çalışanların iş tatmini üzerindeki etkisini araştırmaktır. Çalışmanın amacına
ulaşmak için, bir nicel araştırma yöntemi olarak, anket yöntemi kullanılmıştır.
Toplam 157 anket İzmir'deki konteyner hat gemi acentelerinin ofis çalışanlarına
uygulanmıştır. 143 adet kullanılabilir anket toplanmış ve veriler SPSS 20.0
yazılım programı ile analiz edilmiştir. İçsel pazarlamanın iş tatmini
üzerindeki etkisini incelemek için regresyon analizi kullanılmıştır.
Araştırmanın bulguları, içsel pazarlamanın (gelişim, vizyon ve iletişim, ve
ödüllendirme sistemi) İzmir'deki konteyner hat gemi acenteleri ofis çalışanlarının
iş tatminleri üzerinde pozitif bir etkiye sahip olduğunu ortaya koymuştur. Sonuç
olarak bu araştırma, konuyla ilgili yazına katkıda bulunup aynı zamanda içsel
pazarlama faaliyetleri ve çalışanların iş tatmini açısından konteyner hat gemi
acentesi yöneticilerine katkı sağlamaktadır

Anahtar Kelimeler

İzmir, Hizmet pazarlaması, içsel pazarlama, iş tatmini, gemi acentesi, İzmir

THE EFFECTS OF INTERNAL MARKETING ON SHIP AGENTS’ JOB SATISFACTION: A QUANTITATIVE RESEARCH

Öz

The internal marketing concept is an important part of
holistic marketing and services marketing triangle, and it argues that the
needs and wants of employees must be satisfied by viewing them as internal
customers. The main purpose of this research is to investigate the effects of
internal marketing activities on employees’ job satisfaction. In order to reach
the aim of the study, as a quantitative research method, the survey method was
used. A total of 157 questionnaires were conducted through office employees of container
line ship agents in İzmir. 143 usable responses were collected and data were
analyzed by SPSS 20.0 software program. Regression analysis was used to examine
the effects of internal marketing on job satisfaction. The research findings
revealed that the internal marketing (development, vision and communication,
and reward system) has a positive effect on job satisfaction of the office
employees of container line ship agents in İzmir. Consequently, this research contributes
to the related literature and also to container line agents’ managers in terms
of internal marketing activities and employees’ job satisfaction.

Anahtar Kelimeler

Services marketing, internal marketing, job satisfaction, ship agent, İzmir

Kaynakça

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