The Relationship between Internal Marketing and Employee Organizational Withdrawal Behaviors: Empirical Evidence from Sports Organizations

Yıl 2023, Cilt: 8 Sayı: 2, 167 - 180, 25.12.2023

Süleyman Murat Yıldız

https://doi.org/10.29228/ERISS.38

Öz

Internal marketing and organizational withdrawal are among the issues that have attracted the attention of
researchers recently. These issues have been handled in research in various sectors due to their potential to
affect the motivation and performance of employees. This study aimed to explore the relationship between
internal marketing and organizational withdrawal in the context of sports organizations. The data was
obtained from employees of public organizations providing sports and physical activity services in the west
of Turkey. One hundred thirty-one employees in these organizations participated in the study voluntarily. To
collect data two separate scales were used in the study. The IM-11 scale developed by Yildiz and Kara (2017)
was used to measure internal marketing, and the scales developed by Hanisch and Hulin (1990; 1991) were
used to measure work withdrawal and job withdrawal. The effect of internal marketing on organizational
withdrawal (work withdrawal and job withdrawal) was hypothesized in the study. Hierarchical regression
analysis was used to determine the effects of internal marketing on work withdrawal and job withdrawal.
The results showed that internal marketing had significant and negative effects on work withdrawal and
job withdrawal. These results indicated that internal marketing was an effective strategy that could prevent
organizational withdrawal behaviors of employees.

Anahtar Kelimeler

Internal marketing, organizational withdrawal, employee, sport organizations

The Relationship between Internal Marketing and Employee Organizational Withdrawal Behaviors: Empirical Evidence from Sports Organizations

Öz

Internal marketing and organizational withdrawal are among the issues that have attracted the attention of researchers recently. These issues have been handled in research in various sectors due to their potential to affect the motivation and performance of employees. This study aimed to explore the relationship between internal marketing and organizational withdrawal in the context of sports organizations. The data was obtained from employees of public organizations providing sports and physical activity services in the west of Turkey. One hundred thirty-one employees in these organizations participated in the study voluntarily. To collect data two separate scales were used in the study. The IM-11 scale developed by Yildiz and Kara (2017) was used to measure internal marketing, and the scales developed by Hanisch and Hulin (1990; 1991) were used to measure work withdrawal and job withdrawal. The effect of internal marketing on organizational withdrawal (work withdrawal and job withdrawal) was hypothesized in the study. Hierarchical regression analysis was used to determine the effects of internal marketing on work withdrawal and job withdrawal. The results showed that internal marketing had significant and negative effects on work withdrawal and job withdrawal. These results indicated that internal marketing was an effective strategy that can prevent organizational withdrawal behaviors of employees.

Anahtar Kelimeler

Internal marketing, organizational withdrawal, employee, sport organizations

Kaynakça

• Amangala, E.A. & Wali, A.F. (2013). Internal marketing orientation, employee motivation and bank performance. International Journal of Management Sciences, 1(2), 51-57.
• Beehr, T.A. & Gupta, N. (1978). A note on the structure of employee withdrawal. Organizational Behavior and Human Performance, 21(1), 73-79. http://dx.doi.org/10.1016/0030-5073(78)90040-5
• Berry, L.L., Hensel, J.S. & Burke, M.C. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52(3), 3‐14.
• Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3(1), 33-40.
• Berry, L.L. (1995). Relationship marketing of services–growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. http://dx.doi.org/10.1177/009207039502300402 Blau, P.M. (1964). Exchange and power in social life. NY: Wiley.
• Brislin, R.W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 187-216. http://dx.doi.org/10.1177/1359104570001003
• Browne, M.W. & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136–162). Newbury Park, CA: Sage.
• Byrne, B.M. (2001). Structural equation modeling with AMOS–Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates.
• Budhwar, P.S., Varma, A., Malhotra, N. & Mukherjee, A. (2009). Insights into the Indian call centre industry: can internal marketing help tackle high employee turnover? Journal of Services Marketing, 23(5), 351-362. http://dx.doi.org/10.1108/08876040910973459
• Chang, C.S. & Chang, H.C. (2009). Perceptions of internal marketing and organizational commitment by nurses. Journal of Advanced Nursing, 65(1), 92-100. http://dx.doi.org/10.1111/j.1365-2648.2008.04844.x
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd ed.), NJ: Lawrence Erlbaum.
• Constant, D., Kiesler, S. & Sproull, L. (1994). What’s mine is ours, or is it? A study of attitudes about information sharing. Information Systems Research, 5(4), 400-421.
• Cooper, J. & Cronin, J.J. (2000). Internal marketing: a competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177-181. http://dx.doi.org/10.1016/S0148-2963(98)00084-8
• Duyan, M. (2021). The effect of internal marketing implementations on the organizational citizenship behaviors of youth and sports directorate employees. Journal of Sport Sciences Researches, 6(1), 76-87. http://dx.doi.org/10.25307/jssr.891016
• Falkenburg, K. & Schyns, B. (2007). Work satisfaction, organizational commitment and withdrawal behaviours. Management Research News, 30(10), 708-723. http://dx.doi.org/10.1108/01409170710823430
• Foreman, S. & Money, A. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768. http://dx.doi.org/10.1080/0267257X.1995.9964388
• George, W.R. (1977). The retailing of services - A challenging future. Journal of Retailing, 53(3), 85-98.
• Gouldner, A.W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178. Gounaris, S.P. (2006). Internal-market orientation and its measurement. Journal of Business Research, 59(4), 432-448. http://dx.doi.org/10.1016/j.jbusres.2005.10.003
• Grönroos C. (1990). Service management: A management focus for service competition. International Journal of Service Industry Management,1(1), 6-14. Hanisch, K.A., & Hulin, C. L. (1990). Job attitudes and organizational withdrawal: An Examination of retirement and other voluntary withdrawal behaviors. Journal of Vocational Behavior, 37(1), 60-78. http://dx.doi.org/10.1016/0001-8791(90)900007-O
• Hanisch, K.A., & Hulin, C. L. (1991). General attitudes and organizational withdrawal: An evaluation of a causal model. Journal of Vocational Behavior, 39(1), 110-128. http://dx.doi.org/10.1016/0001-8791(91)90006-8
• Hill, J.M.M. & Trist, E.L. (1953). A consideration of industrial accidents as a means of withdrawal from the work situation: A study of their relation to other absences in an iron and steel works. Human Relations, 6(4), 357-380. http://dx.doi.org/10.1177/001872675300600404
• Joseph, W.B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1), 54-59. PMID: 10157979.
• Joung, H.-W., Goh, B.K., Huffman, L., Yuan, L.L. & Surles, J. (2015). Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry. International Journal of Contemporary Hospitality Management, 27(7), 1618-1640. http://dx.doi.org/10.1108/IJCHM-05-2014-0269
• Ko, Y.J., Kwon, H.H., Kim, T., Park, C. & Song, K. (2021). Assessment of event quality in major spectator sports: Single-item measures. Journal of Global Sport Management, http://dx.doi.org/10.1080/24704067.2021.2001353
• Koc, E. (2006) Total quality management and business excellence in services: The implications of all-inclusive pricing system on internal and external customer satisfaction in the Turkish tourism market. Total Quality Management & Business Excellence, 17(7), 857-877. http://dx.doi.org/10.1080/14783360600595252
• Lee, H., Kim, M-S. & Yoon, J-A. (2011). Role of internal marketing, organizational commitment, and job stress in discerning the turnover intention of Korean nurses. Japan Journal of Nursing Science, 8(1), 87-94. http://dx.doi.org/10.1111/j.1742-7924.2010.00162.x
• Malhotra, N. & Mukkerjee, A. (2004). The relative influence of organisational commitment and job satisfaction on service quality of customer‐contact employees in banking call centres. Journal of Services Marketing, 18(3), 162-174. http://dx.doi.org/10.1108/08876040410536477
• Nauman, S., Zheng, C. & Basit, A.A. (2021). How despotic leadership jeopardizes employees’ performance: the roles of quality of work life and work withdrawal. Leadership & Organization Development Journal, 42(1), 1-16. http://dx.doi.org/10.1108/LODJ-11-2019-0476
• Pantouvakis, A. (2012). Internal marketing and the moderating role of employees: An exploratory study. Total Quality Management & Business Excellence, 23(2), 177-195. http://dx.doi.org/10.1080/14783363.2012.647846
• Piriyathanalai, W. & Muenjohn, N. (2012). Is there a link? Employee satisfaction and service quality. World Journal of Management, 4(1), 82-92.
• Qiu, J., Boukis, A. & Storey, C. (2022). Internal marketing: A systematic review. Journal of Marketing Theory and Practice, 30(1), 53-67. http://dx.doi.org/10.1080/10696679.2021.1886588
• Rafiq, M. & Ahmed, P. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462. http://dx.doi.org/10.1108/08876040010347589
• Shore, L.M., Tetrick, L.E., Lynch, P. & Barksdale, K. (2006). Social and economic exchange: Construct development and validation. Journal of Applied Social Psychology, 36(4), 837-867.
• Tansuhaj, P., Randall, D. & McCullough, L. (1988). A services marketing management model: Integrating internal and external marketing functions. Journal of Services Marketing, 2(1), 31-38. http://dx.doi.org/10.1108/eb024714
• Varey, R.J. (1995). A model of internal marketing for building and sustaining a competitive service advantage. Journal of Marketing Management, 11(1-3), 41-54. http://dx.doi.org/10.1080/0267257X.1995.9964328
• Wayne, S.J., Shore, L.M. & Liden, R.C. (1997). Perceived organizational support and leader-member exchange: A social exchange perspective. Academy of Management Journal, 40(1), 82-111. http://dx.doi.org/10.2307/257021
• Wijaya, N.H.S. & Rezeki, W.O.N.H. (2020). The use of economıc and social exchange perspectives in linking salary satisfaction, work relationship, and employee performance. Jurnal Aplikasi Manajemen dan Bisnis, 6(3), 653-661. http://dx.doi.org/10.17358/jabm.6.3.653
• Yee, R.W.Y., Yeung, A.C.L. & Chen, T.C.E. (2009). An empirical study of employee loyalty, service quality and firm performance in the service industry. International Journal of Production Economics, 124(1), 109-120. http://dx.doi.org/10.1016/j.ijpe.2009.10.015
• Yildiz, S.M. (2014). The role of internal marketing on job satisfaction and turnover intention: An empirical investigation of sport and physical activity organizations. Ege Academic Review: Business Administration, International Relations and Political Science, 14(1), 137-146.
• Yildiz, S.M. (2016). The effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. Universal Journal of Educational Research, 4(5), 1122-1128. http://dx.doi.org/10.13189/ujer.2016.040523
• Yıldız, S.M. (2017). Sosyal mübadeleni̇n içsel pazarlama ve iş performansı arasındaki aracılık etkisi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(1), 105-118.
• Yildiz, S.M. & Kara, A. (2017). A unidimensional instrument for measuring internal marketing concept in the higher education sector: IM-11 scale. Quality Assurance in Education, 25(3), 343-361. https://doi.org/10.1108/QAE-02-2016-0009
• Yildiz, S.M. (2021). Relationship between internal marketing and workplace mobbing: Empirical results from organizations providing sports services. Sistemas & Gestao, 16(3), 286-297. https://doi.org/10.20985/1980-5160.2021.v16n1.1704
• Yildiz, K., Polat, E. and Yildiz, S.M. (2023). Relationships between internal marketing and job performance mediated by psychological ownership on fitness centers’ employees: Empirical analysis using PLS-SEM techniques. Sistemas & Gestao, 18(2), (publishing process)
• Zandiyeh, K., Tooman, H. & Smith, M.K. (2022). The importance of strengthening internal marketing: case study of a day spa. International Journal of Spa and Wellness, 5(2), 113-128. http://dx.doi.org/10.1080/24721735.2021.2013647
• Zhang, X., Chen, Z. Vogel, D. & Guo, C. (2009). Exchange ideology as a moderator of knowledge sharing in virtual teams: A social exchange theory perspective. International of Internet and Enterprise Management, 6(2), 143-163. http://dx.doi.org/10.1504/IJIEM.2009.023927