The Effect of Internal Marketing on the Dimensions of Organizational Commitment: A Research on Nurses in Turkey

Yıl 2012, Cilt: 14 Sayı: 3, 39 - 52, 01.12.2012

Gülnur Eti-içli Fatma Eti-aslan

Öz

Objective: The purpose of this study is to analyze the effect of internal marketing applications on the organizational commitment of health care personnel, specifically nurses. Health care is crucial for people’s lives and nurses are an important part of it. Internal marketingis a significant tool for increasing job efficiency and service quality.Method: In order to test the hypotheses developed for this objective,data was collected in 2010 from 270 nursesregistered to the TurkishAssociation of Surgical Nurses and the Association of Diabetes Nursesvia e-mails.In this study, Foreman and Money’s internal marketingscale and Allen and Meyer’s organizational commitment scalewereused in the questionnaire. The questionnaires were sent and receivedonline. 250 questionnaires were received,the rate of response is 92%.The compiled data was evaluated via factor analysis and regressionanalysis. Results: The findings of this analysis revealed that internal marketingactivities are influential on organizational commitment elements, particularly affective commitment and normative commitment. Accordingto survey results, in relation with the nurses` institutions, reward andcommunication - internal marketing applications- have an effect onnormative, affective and continuancecommitment - organizationalcommitment elements. It is concluded that vision and development internal marketing applications - are effective on nurses` affectiveand normative commitment, yet are not effective on continuancecommitment. On the other hand, it is found out that training - one of theinternal marketing applications – has an impact on nurses` affectiveand normative commitment.Conclusion: It is clear that internal marketing applications are influential on organizational commitment. It is possible to increase organizational commitment of nurses as long as there is required care andattention paid to internal marketing applications. Therefore, hospitalmanagers should raise their employees` satisfaction and commitment to the hospital by some internal marketing applications such as strengthening the employees`communication with each other, rewarding, creating vision and trainings.Therefore, hospital administrators should beaware of internal marketing applications, as theyare vital to the staying decision of nurses

Anahtar Kelimeler

internal marketing, nurses, organizational commitment, Turkey

İçsel Pazarlama Faaliyetlerinin Örgütsel Bağlılık Unsurları Açısından Değerlendirilmesi: Türkiye’de Hemşireler Üzerine Bir Araştırma

Öz

Amaç: Bu çalışmanın amacı içsel pazarlama uygulamalarının sağlık sektörü çalışanı olan hemşirelerin örgütsel bağlılığı üzerinde etkisini incelemektir.Yöntem: Bu amaçla geliştirilen araştırma hipotezlerini test etmek üzere Türk Cerrahi ve Ameliyathane Hemşireleri Derneği ve Diyabet Hemşireleri Derneğine kayıtlı bulunan ve e-mail adresine sahip olan 270 hemşireye anket gönderilmiştir. Bu çalışmada anket sorularınıno luşturulmasında Foreman ve Money’e ait içsel pazarlamaölçeği ve Allen ve Meyer’e ait örgütsel bağlılıkölçeğinden yararlanılmıştır. Anket online olarakgönderilmiş ve aynı şekilde geri toplanmıştır. 250anket geri dönmüştür, geri dönüş oranı %92’dir.Veriler faktör analizi ve regresyonanalizi ile değerlendirilmiştir.Bulgular: Analiz sonuçları; içsel pazarlama faaliyetlerinin örgütsel bağlılık unsurlarından duygusal bağlılık ve normatif bağlılık üzerinde etkiliolduğunu göstermektedir.Sonuç: İçsel pazarlama uygulamalarının örgütsel bağlılığı arttırdığı açıktır. Bu nedenle hastaneyöneticileri; çalışanların birbirleriyle iletişimlerini güçlendirerek, ödüllendirme, iletişim, vizyon oluşturma, eğitim çalışmaları gibi birtakım içsel pazarlama uygulamalarıyla çalışanların memnuniyetlerini ve hastaneye olan bağlılığını arttırmalıdır.

Anahtar Kelimeler

İçsel pazarlama, hemşireler, örgütsel bağlılık, Türkiye

Kaynakça

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