A RESEARCH ABOUT EFFECTS OF INTERNAL MARKETING ON ORGANIZATIONAL CYNICISM AND ORGANIZATIONAL COMMITMENT

Öz

The nature and quality of human resources at the service businesses may improve performance of businesses. Therefore, marketing approaches improving employee’s abilities and attitudes towards firms such as internal marketing are becoming much more important. This study aims to analyze the effects of internal marketing activities on organizational commitment and cynicism consisting of three dimensions named as; affective, behavioral and cognitive factors. In order to attain this aim, the data were provided by three separate scales of the questionnaire. The sample gathering from 324 private hospital employees was analyzed by applying correlation, factor and regression analysis. According to the findings, there are negative correlations between internal marketing and affective, behavioral and cognitive dimensions of organizational cynicism, and a positive correlation with organizational commitment. Hence, it can be concluded that internal marketing implementations have positive impact on employee’ attitudes especially in service businesses like hospitals.

Keywords: Internal Marketing, Organizational Cynicism, Organizational Commitment.

İÇSEL PAZARLAMANIN ÖRGÜTSEL SİNİZM VE ÖRGÜTSEL BAĞLILIĞA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

Hizmet işletmelerinde insan kaynaklarının niteliği ve kalitesi işletmelerin performansını artırabilir. Bu nedenle içsel pazarlama gibi çalışanların niteliklerini ve işletmeye karşı olan davranışlarını iyileştirecek işletme uygulamaları her geçen gün daha önemli hale gelmeye başlamaktadır. Bu çalışma, içsel pazarlama faaliyetlerinin örgütsel sinizmin üç boyutu olarak kabul edilen duygusal, davranışsal ve bilişsel sinizm değişkenlerine ve ayrıca çalışanların örgütsel bağlılığına etkisini araştırmayı amaçlamaktadır. Bu amaca hizmet edecek veriler,  anket içeriğinde bulunan üç ayrı ölçekle sağlanmıştır.  Örneklem olarak 324 kişilik özel hastane çalışanından elde edilen verilere korelasyon, faktör ve regresyon analizi uygulanmıştır. Elde edilen bulgulara göre içsel pazarlama faaliyetleri ile örgütsel sinizmin duygusal, davranışsal ve bilişsel boyutları arasında negatif, örgütsel bağlılık ile pozitif yönlü anlamlı ilişkilerin olduğu tespit edilmiştir. Bu bulgular doğrultusunda özellikle hastane gibi hizmet işletmelerinde içsel pazarlama uygulamalarının çalışan davranışları üzerinde olumlu etkileri olduğu ifade edilebilir.

Anahtar Kelimeler: İçsel Pazarlama, Örgütsel Sinizm, Örgütsel Bağlılık.

Anahtar Kelimeler

• İçsel Pazarlama, Örgütsel Sinizm, Örgütsel Bağlılık

Kaynakça

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