Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı

Öz

İçsel pazarlama uygulamaları, özellikle hizmet işletmelerinin gün geçtikçe daha fazla önem verdiği ve uygulamaya koyduğu bir yaklaşım olarak dikkati çekmektedir. Hizmet işletmelerinde personel ve müşteri arasındaki ilişki ve iletişimin gücü işletmenin performans çıktılarını da olumlu yönde etkilediği için, işletmeler çalışanları ile olan ilişkilerini geliştirme çabalarına özen göstermektedir. Pek çok araştırma, içsel pazarlamanın işyerine bağlılığı, güveni ve memnuniyeti arttırdığı dolayısıyla personelde yaratılan bu etkinin daha iyi bir hizmet sunumuna ve yüksek müşteri memnuniyetine aracılık ettiğini ortaya koymaktadır. Bu nedenle, rekabetin yoğun ve hizmetleri farklılaştırmanın zor olduğu günümüzde içsel pazarlama aracılığı ile personele yapılan yatırımların geri dönüşü başarı getirmektedir. İçsel pazarlamanın bankalar, hastaneler, havayolu işletmeleri, oteller ve seyahat acentaları gibi farklı hizmet alanlarındaki uygulamaları ise gittikçe yaygınlaşmaktadır. Bu çalışma, hizmet işletmelerinde kalite artışına ve müşteri memnuniyetine neden olan içsel iletişimi ve güçlü bir örgüt kültürünü temel alan içsel pazarlama kavramına açıklık getirmek ve önemi üzerine değerlendirmeler yapmayı amaçlamaktadır.

Anahtar Kelimeler

• İçsel Pazarlama, İçsel İletişim, Hizmet İşletmeleri, Toplam Kalite Yönetim

Abstract

Today, internal marketing applications as an approach in management are given attention and adapted by the service organizations. The power of interaction and relationship between the personnel and the customers positively affect the performance outcomes in service organizations. Therefore, companies give high importance to develop a strong relationship with their personnel. Many research studies reveal that the effect of employee commitment, trust and satisfaction of work on high service quality and high customer satisfaction is mediated by internal marketing efforts. Investing in personnel is subject to bring success especially in the competitive market where differentiation of services is getting harder. Thus, the application of internal marketing is gradually expanded in many service organizations such as banks, hospitals, airline companies, hotels and travel agencies. This study aims to enlighten and assess the internal marketing concept adopted by the service organizations to enhance the service quality and customer satisfaction based on internal communication and strong organizational culture.

Keywords

• Internal Marketing, Internal Communication, Service Organizations, Total Quality Management

Kaynakça

1. A., Parasuraman, Zeithamland, Valarie A.& Berry,Leonard L. (1985), A Conceptual Model of Service Quality and Its Implications for Future Research Journal of Marketing, 49(4), 41-50
2. Aburoub, Abdelmoti Suleiman, Hersh, Abdullah Mohammad& Aladwan, Kalil (2011), Relationship between Internal Marketing and Service Quality with Customers' Satisfaction, International Journal of Marketing Studies, 3(2), s. 114-115
3. Adcock, Dennis, Bradfield, Ray, Halborg, Al & Ross, Caroline (1995), Marketing: Principles & Practice, Pitman Publishing, Great Britain, s. 354
4. Ahmed, P. K.& Rafiq, M. (2003), “Internal Marketing Issues and Challenges”, European Journal of Marketing, 37(9), 1177-1186, s. 1185- 1186
5. Azizi, Shahriar , Ghytasivand, Fateme & Fakharmanesh, Sina (2012), Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies, International Review of Management and Marketing 2(2), 122-129, s.127
6. Ballantyne, D. (1997), Internal Networks for Internal Marketing, Journal of Marketing Management, 13, 343-366, s. 346
7. Bansal, H. S., Mendelson, M.B.& Sharma, B. (2001), “The Impact of Internal Marketing Activities on External Marketing Outcomes”, Journal of Quality Management, 6, 61-76
8. Barnes, Bradley R., Fox, Martin T. & Morris, D.S. (2004), Exploring the link age between internal marketing, relationship marketing and service quality: A case study of a consulting organization, Total Quality Management, 15(5/6), 593-601, s. 593

9. Bell, Simon J., Mengüc, Bülent & Stefan, Sara L. (2004), “When Customers Disappoint: A Model of Relational Internal Marketing and Customer Complaints”, Journal of the Academy of Marketing Science, 32(2), 112-126, s. 123
10. Berry, L.L., Hensel, J.S.& Burke, M.C. (1976), Improving retailer capability for effective consumerism response, Journal of Retailing, 52(3), 3-14
11. Bussy, Nigel M. De, Ewing, Michael T.& Pitt, Leyland F. (2003), Stakeholder the ory and internal marketing communications: a framework for analyzing the influence of new media, Journal of Marketing Communications, 9(3), 147-161, s. 156-157
12. Candan, Burcu& Gündüz Çekmecelioğlu, Hülya (2009), İçsel Pazarlama Faaliyetlerinin Örgütsel Bağlılık Unsurları Açısından Değerlendirilmesi: Bir Araştırma, Yönetim 20(63), 41-58, s. 56
13. Cano, Cynthia Rodriguez & Sams, Doreen (2009), The importance of an internal marketing orientation in social services, International Journal of Nonprofit and Voluntary Sector Marketing 14, 285-295
14. Caruana, A.& Calleya, P. (1998), “The Effect of Internal Marketing on Organizational Commitment among Retail Bank Managers”, International Journal of Bank Marketing, 16(3), 108-116, s. 114
15. Chang, C. S.& Chang, H-H. (2007), “Effect of Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan,” Journal of Nursing Research, 15(4), 265-274, s. 271
16. Conduit, J.& Mavondo, F.T. (2002), “How Critical Is Internal Customer Orientation to Market Orientation?”, Journal of Business Research, 51, 11-24, s. 13
17. Çoban, Suzan & Yıldırma, Mahir Nakip (2007), (Mobbing) Olgusunun İçsel Pazarlama İle İlişkisi: Nevşehir’de Bulunan Bankalar Örneği, İktisadi ve İdari Bilimler Dergisi,21(1), 307-320, s. 309-318
18. Çoban, Suzan (2004), Toplam Kalite Yönetimi Perspektifinde İçsel Pazarlama Anlayışı, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22, 85-98, s. 95
19. Dabholkar, Pratibha A.& Abston, Kristie A. (2008), The role of customer contact employees as external customers: A conceptual framework for marketing strategy and future research, Journal of Business Research 61, 959–967
20. Demir, Halis, Usta, Resul& Tarhan, Okan (2008), İçsel Pazarlamanın Örgütsel Bağlılık ve İş Tatminine Etkisi, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(2), s. 135-161
21. Doğan, Selen & Kılıç, Selçuk (2008), İlişki Yönetiminde İç ve Dış Müşteri Memnuniyetinin Sağlanması, KMU İİBF Dergisi, 10(14), 1-28, s. 26
22. Doukakis, I. P.& Kitchen, P.J. (2004), “Internal Marketing in UK Banks: Conceptual Legitimacy or Window Dressing?”, The Internal Journal of Bank Marketing, 22(6), 421-452, s. 421
23. Ene, Selda (2013), İçsel Pazarlamaya Yönelik Olarak Çalısanların Pazarlama Kültürünün Oluşturulmasının İşletme Performansını Arttırmadaki Rolü, International Journal of Economic and Administrative Studies, 5(10), 67- 91, s. 67
24. Finney, S.& Scherrebeck, M.H. (2010), Internal marketing as a change management tool: A case study in re-branding, Journal of Marketing Communications, 16(5), 325-344
25. Foreman, S. K. & Money, A. H. (1995), Internal Marketing: Concepts, Measurement and Application, Journal of Marketing Management,11, 755-768, s. 764
26. Forsyth, Patrick (2004), Marketing and Selling Professional Services: Practical Approaches to Practice Development, GBR: Kogan Page Limited, London , s. 16
27. Frost, F.& Kumar, M. (2001), “Service Quality between Internal Customers and Internal Suppliers in an International Airline”, International of Quality Reliability Management, 18(4), 371-386, s. 372
28. Gounaris, S. P. (2006), “Internal-Market Orientation and Its Measurement ”, Journal of Business Research, 59, 432 – 448, s. 441
29. Greene, W. E., Wallsand, G.D.& Schrest, L.J. (1994), “Internal Marketing: The Key to External Marketing Success”, Journal of Services Marketing, 8(4), 5-13, s. 8-9
30. Güneri, Fırlar, Dündar, Belma & Pelin, İ.(2006), “Içsel Pazarlama ve Toplam Kalite YönetimiTürkiye’deki Ulusal Basın İşletmelerinin Değerlendirilmesine Yönelik Bir Araştırma”, Bilig, 37 , s. 131-153
31. Hogg, Gillian, Carter, Sara & Dunne, Anne (1998), “Investing in People: Internal Marketing Corporate Culture”, Journal of Marketing Management, 14, 879-895, s. 893
32. HuaKuei, Chu (1999), Internal service quality – an empirical assessment, International Journal of Quality& Reliability Management, 16(8), 783-791, s. 785
33. İNAL, Mehmet Emin, Akın, Murat& Çiçek Recep (2008), “İçsel Pazarlama Anlayışı Bağlamında Kamu Sektörü Çalışanlarının Kurumsal Algılamalarının Değerlendirilmesi: Niğde Örneği”, Mustafa Kemal Ünv. Sosyal Bilimler Enstitüsü Dergisi, 5(9), s. 161- 181
34. Jevons, Colin (2005), Beyond products brand management- Names, brands, branding: beyond the signs, symbols, products and services, Journal of Product &Brand Management, 14(2), 117–118, s.118
35. Kang, G. D., James, J.& Alexandris, K. (2002), Measurement of internal service quality: Application of the Servqual battery to Internal service quality, Managing Service Quality,12(5), 278-291
36. Kelemen, Mihaela& Papasolomou, Ioanna (2007), Internal marketing: a qualitative study of culture change in the UK banking sector, Journal of Marketing Management, 23(7/8), 745-767, s. 750
37. Kelemen, Mihaela& Papasolomou-Doukakis, Ioanna (2004), Can culture be changed? a study of internal marketing, The Service Industries Journal, 24(5), 121-135, s. 124-125-134
38. King, C.& Grace, D. (2005), Exploring the role of employees in the delivery of the brand: a case study approach, Qualitative Market Research, An International Journal, 8(3), 277-295, s. 278-280-287
39. Kotler, Philip & Armstrong, Gary (2005), Principles of Marketing, Pearson Education International, New Jersey, s. 260
40. Kotler, Philip, Bowen, John T. & Makens, James C. (2006), Marketing for Hospitality and Tourism, Pearson Education International, New Jersey, s. 356
41. Lin, C. F. & Lin, Y. Y. (2010), Internal and External Marketing for Exotic Restaurants, Journal of Foodservice Business Research, 13, 193–216
42. Lings, Brooks, Ianand & Roger, F.(1998), Implementing and measuring the effectiveness of internal marketing, Journal of Marketing Management, 14(4/5), 325-351, s. 28
43. Lings, I. N. (2004), “Internal Market Orientation: Construct and Consequences”, Journal of Business Research, 57, 405-413
44. Lings, Ian (1999), Managing service quality with internal marketing schematics, Long Range Planning, 32(4), 452-463, s. 474
45. Longbottom, David , Osseo-AsareJr Augustus E., Chourides, Pieris & Murphy, William D. (2006), Real quality: Does the future of TQM depend on internal marketing?, Total Quality Management & Business Excellence, 17(6), 709-732
46. Mosahab, R. , Mahamad, O. &Ramayah, T. (2011), Motivational Orientation as an Internal Marketing Tool in Service Training: A Study of Service Delivery in a Hospital, International Journal of Business and Management, 6(2), 93- 100, s. 93-96
47. Mude, Girish, Undale, Swapnil & Daigavhane, Vrushali (2012), Internal Branding As A Management Strategy: A Case Of Organized Retail Sector, International Journal Of Research In Commerce & Management 3(6), 126-129, s.126
48. Opoku, Robert Ankomah , Atuobi-Yiadom, Nana , Chong, Cathryn Serwaah& Abratt, Russell (2009), The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case, Journal of Financial Services Marketing,13(4), 317–329
49. Palmer, A. (1996), Linking external and internal relationship building in networks of public and private sector organizations: a case study, International Journal of Public Sector Management, 9(3), 51-60, s. 58
50. Papasolomou, I. D. (2003), Internal Marketing in the UK Retail Banking Sector: Rhetoricor Reality, Journal of Marketing Management, 19, 197-224, s. 217-218
51. Papasolomou, Ioanna, Kountouros, Haris & Kitchen, Philip J. (2012), Developing a framework for successful symbiosis of corporate social responsibility, internal marketing and labor law in a European context, The Marketing Review, 12(2), 109-123, s. 111
52. Papasolomou-Doukakis, Ioanna2002), Internal Marketing: A Means For Creating A Sales Or Marketing Orientation? The Case Of Uk Retail Banks, Journal Of Marketing Communications 8, 87–100, s. 88-99
53. Podnar, K. & Golob, U. (2010),Friendly flexible working practices within the internal marketing framework: a service perspective, The Service Industries Journal, 30(11), 1773–1786, s. 1776
54. Proctor, Tony (2000), Strategic Marketing: An Introduction, Routledge, London
55. Rafiq, M. &Ahmed, P. K. (1993), The Scope of Internal Marketing: Defining the Boundary Between Marketing and Human Resource Management, Journal of Marketing Management, 9, 219-232, s. 230
56. Saad, N.M., Ahmed, P.K.& Rafiq, M. (2002), Internal Marketing: Using Marketing-Like Approaches To Build Business Competencies And Improve Performance In Large Malaysian Corporations, Asian Academy of Management Journal, 7(2), 27–53, s. 47
57. Steyn, Elanie, Steyn, TFJ (Derik) & Rooyen, Mariékevan (2011), Internal Communication at DaimlerChrysler South Africa: A Qualitative Perspective on Two-Way Symmetrical Communication and Internal Marketing, Journal of Marketing Development and Competitiveness, 5(4), 131-144, s. 139
58. Tkalac, Ana, Verci, Dejan & Sriramesh, Krishnamurthy (2012), Internal communication: Definition, parameters, and the future, Public Relations Review, 38, 223-230, s. 223
59. Tsai, Y.& Wu, W.S. (2006), “Internal Marketing, Organizational Commitment and Service Quality”, Service Systems and Service Management, 2006 International Conference on, 2, 1292-1298, s. 1295
60. Usta, Resul (2009), İçsel Pazarlama Ve Hizmet Kalitesi Arasındaki İlişki Üzerinde Örgütsel Bağlılık ve İş Tatminin Aracılık Etkisi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 34, 241-263, s. 257
61. Varey, R. J. (1995), A Model of Internal Marketing for Building and Sustaining a Competitive Service Advantage, Journal of Marketing Management, 11, 41-54, s. 47-48-49-52
62. Varey, Richard (2001), Marketing Communication: An Introduction to Contemporary Issues, Routledge, USA, 214-215, s. 195-198
63. Varey, Richard J. & Lewis, Barbara R. (1999), “A broad end conception of internal marketing”, European Journal of Marketing, 33(9/10), 926-944, s. 938
64. Vrontis, D.,Thrassou, A.& Zin, R. M. (2010), Internal marketing as an agent of change - implementing a new human resource information system for Malaysian Airlines, Journal of General Management , 36(1), 21-41, s. 38
65. Yıldız, Süleyman Murat (2011), İçsel Pazarlama, İş Tatmini ve Örgütsel Bağlılık İlişkisi: Spor Okullarında Görev Yapan Antrenörler Üzerine Bir İnceleme, Selçuk Üniversitesi Beden Eğitimi ve Spor Bilim Dergisi, 13 (2), 216–225, s. 223