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SAĞLIK SEKTÖRÜNDE İÇSEL PAZARLAMA VE KURUMSAL İTİBARIN ÇALIŞANLARIN İŞ TATMİNİ VE ÖRGÜTSEL BAĞLILIKLARINA ETKİSİ

Yıl 2022, Cilt: 17 Sayı: 2, 129 - 153, 11.01.2023

Öz

Rekabetin yüksek olduğu bir hizmet sunum ortamında sağlık yöneticilerinin yönetim uygulamalarında rakiplerinden farklı olmak adına stratejik yönetim politikalarını kullanmaları gereklidir. Bu bağlamda, iki farklı kamu hastanesinde içsel pazarlama ve kurumsal itibarın çalışanların örgütsel bağlılık ve iş tatmini üzerine olan etkisi Kaynakların Korunması Teorisi ve Sosyal Kimlik Teorisi kapsamında ele alınarak incelenmiştir. Öte yandan iş tatmininin içsel pazarlama ve kurumsal itibarın bağlılığa etkisinde aracılık rolü olup olmadığı da ampirik olarak test edilmiştir. Araştırmanın bağımsız değişkenlerinin arasındaki ilişkinin tespiti ve iş tatmini olgusunun bu değişkenlerin üzerindeki aracılık etkisini test etmek üzere, çoklu regresyon analizi uygulanmıştır. Bu çalışma; içsel pazarlama ve kurumsal itibarın iş tatmini üzerine doğrudan pozitif yönde etkisi olduğunu ayrıca içsel pazarlama ve kurumsal itibarın örgütsel bağlılığa doğrudan pozitif yönde etkisi olduğunu göstermiştir. Öte yandan araştırmada, içsel pazarlama ve kurumsal itibarın örgütsel bağlılığa etkisinde iş tatmininin kısmi aracılık rolü olduğu hipotezi kısmen destek bulmuştur.

Kaynakça

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Toplam 81 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yasemin Baskındağlı 0000-0002-9021-0305

Erkut Altındağ 0000-0003-0173-0454

Yayımlanma Tarihi 11 Ocak 2023
Gönderilme Tarihi 31 Ağustos 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 17 Sayı: 2

Kaynak Göster

APA Baskındağlı, Y., & Altındağ, E. (2023). SAĞLIK SEKTÖRÜNDE İÇSEL PAZARLAMA VE KURUMSAL İTİBARIN ÇALIŞANLARIN İŞ TATMİNİ VE ÖRGÜTSEL BAĞLILIKLARINA ETKİSİ. Girişimcilik Ve Kalkınma Dergisi, 17(2), 129-153.