İÇSEL PAZARLAMA BAĞLAMINDA, İÇ MÜŞTERİNİN ÇALIŞTIĞI İŞ YERİNDEN TATMİN OLMA DÜZEYİ İLE DEMOGRAFİK ÖZELLİKLERİ ARASINDAKİ FARKLILIKLARIN TESPİTİNE YÖNELİK AMPİRİK BİR ÇALIŞMA

Yıl 2012, Cilt: 1 Sayı: 32, 155 - 183, 01.06.2012

Murat Toksarı

Öz

Rekabetin yoğun olarak yaşandığı günümüz dünyasında işletmeler için, iç müşteri tatmini çok önemli bir olgu haline gelmiştir. Yaptığı işten yeterince tatmin olmayan, mutsuz olan ve motive olamayan personelin dış müşterisine istenilen hizmeti vermesi oldukça zordur. Bu bağlamda, işletmelerin en temel politikası, dış müşterilerinin istek, ihtiyaç ve beklentilerinin en iyi şekilde karşılanmasının yanında, iç müşterisinin istek, ihtiyaç ve beklentilerinin de karşılanmasıdır. Bu çalışmada, içsel pazarlamanın tanımı, kapsamı ve amacı incelenerek Nevşehir ilinde iki farklı alanda hizmet veren işletmenin personeline yönelik bir anket çalışması yapılmıştır. Verilerin analizinde, demografik özelliklere ait bulgular, yargılara ait standart sapma ve ortalamalar, keşifsel faktör analizi ve ANOVA analizlerinden yararlanılmıştır. Analizler sonucunda, iç müşterinin çalıştığı iş yerinden tatmin olma düzeyleri ile demografik özellikleri arasında farklılıklar olduğu tespit edilmiştir.

Anahtar Kelimeler

İçsel Pazarlama, İç Müşteri, İş Tatmini

AN EMPIRICAL STUDY THAT AIMS TO DETERMINE THE DIFFERENCES BETWEEN THE LEVEL OF INTENAL CUSTOMERS’ SATISFACTION FROM THEIR WORK PLACE AND THEIR DEMOGRAGRAPHIC CHARACTERISTICS IN THE CONTEXT OF MARKETING

Öz

In today’s higly competitive world, internal customer satisfaction has became very important for businesses. Giving the desired service for the external customers is very hard for the staff (internal customers) who aren’t satisfied with their work, unhappy and unable to motivate themselves to their work. In this context, the basic policy of enterprises is meeting the wishes, needs and expectations of their internal customers as well as external ones. In this study, after examing the definition, scope and purpose of internal marketing, a survey has been conducted to the staff of two enterprises that serve in two different areas in Nevşehir and the research data were evaluated by using statistical tecniques. In the analysis of the data; the findings of the demographic characteristics, the standard deviation and averages, Exploratory Factor Analysis and ANOVA analysis were used. After the analysis it has been determined that there are differences between internal customer satisfaction level of their work and demografic characteristicsurvey has been conducted to the staff of two enterprises that serve in two different areas in Nevşehir and the research data were evaluated by using statistical tecniques. In the analysis of the data; the findings of the demographic characteristics, the standard deviation and averages, Exploratory Factor Analysis and ANOVA analysis were used. After the analysis it has been determined that there are differences between internal customer satisfaction level of their work and demografic characteristics

Anahtar Kelimeler

Internal Marketing, Internal Customer, Business Satisfaction

Kaynakça

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