An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations

Öz

This study aimed to examine the effect of internal marketing on work engagement by focusing on sports organizations. The data were obtained from the employees of public organizations providing sports services in the western region of Turkey. The study used the IM-11 scale developed by Yildiz and Kara (2017) to measure internal marketing and UWES-9 scale developed by Schaufeli and Bakker (2006) to measure work engagement. The results of the analysis showed that internal marketing significantly and positively increased the work engagement levels of the employees (β=0.552; p<0.01). This result revealed that internal marketing practices in organizations are an important instrument that increases the level of work engagement of employees.

Anahtar Kelimeler

• Internal marketing
• work engagement
• employee
• sport organizations

İçsel Pazarlamanın İşe Cezbolma Üzerine Etkisinin İncelenmesi: Spor Örgütlerinden Ampirik Kanıtlar

Öz

Bu çalışmada spor örgütlerine odaklanılarak içsel pazarlamanın işe cezbolma üzerindeki etkisinin incelenmesi amaçlanmıştır. Veriler Türkiye’nin batısında bulunan spor hizmeti veren kamu kurumlarının çalışanlarından elde edilmiştir. Çalışmada içsel pazarlamayı ölçmek için Yıldız ve Kara (2017) tarafından geliştirilen IM-11 ölçeği ve işe cezbolmayı ölçmek için Schaufeli ve Bakker (2006) tarafından geliştirilen UWES-9 ölçeği kullanılmıştır. Analiz sonuçları, içsel pazarlamanın çalışanların işe cezbolma düzeylerini anlamlı ve pozitif yönde artırdığını göstermiştir (β=0,552; p<0,01). Bu sonuç, örgütlerde içsel pazarlama uygulamalarının çalışanların işe cezbolma düzeylerini artıran önemli bir araç olduğunu ortaya koymuştur.

Anahtar Kelimeler

• İçsel pazarlama
• işe cezbolma
• çalışanlar
• spor örgütleri

Kaynakça

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