İçsel Pazarlama, İşe Cezbolma, İş Performansı ve İşten Ayrılma Niyeti Arasındaki İlişkiler: Spor Organizasyonları Üzerinde Ampirik Uygulama

Öz

Bu çalışmada, spor örgütlerine odaklanılarak, içsel pazarlama, işe cezbolma, iş performansı ve işten ayrılma niyeti arasındaki ilişkilerin belirlenmesi amaçlanmıştır. Çalışmanın verileri Türkiye’nin batısında bulunan, spor hizmeti sunan kamu örgütleri çalışanlarından elde edilmiştir. Veri toplama amacıyla dört farklı ölçek kullanılmıştır. Bunlar Yıldız ve Kara (2017) tarafından geliştirilen IM-11 Ölçeği, Schaufeli vd. (2019) tarafından geliştirilen UWES-3 ölçeği, Sigler ve Pearson (2000) tarafından geliştirilen iş performansı ölçeği, ve Landau ve Hammer (1986) tarafından geliştirilen işten ayrılma ölçeğidir. Değişkenler arasındaki ilişkiler korelasyon ve hiyerarşik regresyon analizleri ile belirlenmiştir. Korelasyon analizi, içsel pazarlamanın hem işe cezbolma hem de iş performansı ile anlamlı ve pozitif ilişkiye sahip olduğunu, ayrıca işe cezbolma ile iş performansı arasında anlamlı ve pozitif ilişki olduğunu göstermiştir. Aynı zamanda bu analiz, işten ayrılma niyetinin içsel pazarlama, işe cezbolma ve iş performansı ile anlamlı ve negatif ilişkili olduğunu da göstermiştir. Diğer taraftan, hiyerarşik regresyon analizi, işe cezbolmanın içsel pazarlama ve iş performansı arasında kısmi aracılık etkisinin olduğunu, benzer şekilde, işe cezbolmanın içsel pazarlama ve işten ayrılma niyeti arasında kısmi aracılık etkisinin olduğunu göstermiştir. Bu sonuçlar, çalışanların iş performansının artması ve aynı zamanda işten ayrılma niyetinin azalması için, spor örgütlerinin içsel pazarlama ve çalışanları işe cezbedici uygulamalara önem vermeleri gerektiğini ortaya koymuştur.

Anahtar Kelimeler

• İçsel pazarlama
• işe cezbolma
• iş performansı
• işten ayrılma niyeti
• spor ötgütleri

Exploring the Relationships among Internal Marketing, Work Engagement, Job Performance and Turnover Intention: An Empirical Application in Sports Organizations

Öz

This study aimed to determine the relationships between internal marketing, work engagement, job performance, and turnover intention by focusing on sports organizations. The data was obtained from employees of public organizations providing sports services in the west of Turkey. Four different scales were used for data collection: The IM-11 Scale developed by Yildiz and Kara (2017), the UWES-3 scale developed by Schaufeli et al. (2019), the job performance scale developed by Sigler and Pearson (2000), and the turnover intention scale developed by Landau and Hammer (1986). Relationships between variables were determined by correlation and hierarchical regression analyses. Correlation analysis showed that internal marketing had a significant and positive relationship with both work engagement and job performance, and it also indicated a significant and positive relationship between work engagement and job performance. This analysis also showed that turnover intention was significantly and negatively related to internal marketing, work engagement, and job performance. On the other hand, hierarchical regression analysis showed that work engagement had a partial mediating effect between internal marketing and job performance, and similarly, work engagement had a partial mediating effect between internal marketing and turnover intention. These results revealed that sports organizations should give importance to internal marketing and practices that attract employees to work in order to increase employees' job performance and at the same time reduce their turnover intention.

Anahtar Kelimeler

• İnternal marketing
• work engagement
• job performance

Kaynakça

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