İçsel Pazarlama Uygulamalarının Kişi Örgüt Uyumuna Etkisinde Çalışanların Adalet Algısının Aracı İç Girişimcilik Özelliğinin Düzenleyici Rolü: Telekomünikasyon Sektöründe Bir Uygulama

Yıl 2024, Cilt: 15 Sayı: 3, 949 - 972, 08.10.2024

Yusuf Yazıcı , Ahmet Mutlu Akyüz

Öz

Bu araştırmanın amacı rekabet avantajı için şirket içi uygulamaların çalışanların şirket kültürüne uyum sürecini incelemektir. Araştırma telekomünikasyon sektöründe hizmet veren bir işletmenin 658 müşteri ilişkileri çalışanının katılımı ile gerçekleştirilmiştir. İçsel pazarlamanın kişi örgüt uyumuna(KÖU) etkisinde eğitim-gelişim(EG), ücret-ödüllendirme(ÜÖ), güçlendirme(G), iç iletişim(İİL) boyutlarının anlamlı etkisi tespit edilirken esnek çalışmanın(EG) tespit edilememiştir. Dağıtım adaletinin(DA) aracı etkisi olarak; ücret-ödüllendirme, güçlendirme ve esnek çalışma boyutlarında aracılık etki tespit edilirken eğitim-gelişim, iç iletişim boyutlarında tespit edilememiştir. İç girişimciliğin(İG) düzenleyici etkisi olarak; iç iletişim ve esnek çalışma boyutlarında düzenleyici etki tespit edilirken eğitim-gelişim, ücret-ödüllendirme, güçlendirme boyutlarında düzenleyici etki tespit edilememiştir.

Anahtar Kelimeler

İçsel pazarlama, Kişi-örgüt uyumu, Adalet, İç girişimcilik

The Moderator Role of intrepreneurship Trait as a Mediator of Employees' Perception of Justice in the Effect of Internal Marketing Practices on Person-Organisation Fit: An Application in Telecommunication Sector

Öz

The purpose of this research is to examine the process of adaptation of internal practices to the corporate culture of employees for competitive advantage. The research was conducted with the participation of 658 customer relations employees of a company serving in the telecommunications sector. While the significant effect of training-development, wage-rewarding, empowerment, internal communication dimensions on the effect of internal marketing on person-organisation fit was found, flexible working was not found. As the mediating effect of distributive justice; while the mediating effect was found in the dimensions of wage-reward, empowerment and flexible working, it was not found in the dimensions of training-development and internal communication. As the moderating effect of intrapreneurship; while the moderating effect was found in the dimensions of internal communication and flexible working, the moderating effect was not found in the dimensions of training-development, wage-reward and empowerment.

Anahtar Kelimeler

Internal marketing, Person-organization fit, Justice, Intrapreneurship

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