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INTERNAL MARKETING APPROACH IN QUALITY IMPROVEMENT OF EDUCATION: A MODEL SUGGESTION FOR THE TURKISH EDUCATIONAL SYSTEM

Year 2015, Volume: 2 Issue: 2, 0 - 0, 29.06.2015

Husniye Ors

Abstract

Internal marketing, a concept with an increasing importance in service marketing and which has become influential with the new perspectives provided by researchers has become an indispensible philosophy that contains marketing and human resources. Internal marketing, which is an approach that views the jobs loads of the administration of an organization as products, is the philosophy of treating employees as customers and it is a strategy of shaping job-products to fit human needs. The emphasis of ‘meeting human needs’ in the definition demonstrates the solution-oriented nature of internal marketing for all sectors and organizations.  Education is a customer-comprehensive and effort-intensive activity within the service delivery system. Literature survey shows the ‘exhaustion’ level is high both of teachers as service suppliers, and of students as service users in the Turkish educational system. Based on these results, the aim of this study is to create a model that will render the education service and present a solution to the exhaustion syndrome, narrowing the gap between the increasingly detached expectations from education and its outcomes, as well as improvement of the performance and quality of the educational service. The research is a theoretical framework based on secondary data resources. The outcomes of this study is expected to create a practical model that will improve the performance and quality of the educational service and adapt the science of marketing to the science of education.

References

  • Ahmed, P.K. (2004), Internal Marketing Tools and Concepts for Customer-Focused Management. E-Book ( Bilkent University), Erişim Tarihi: 27.04.2015.
  • Ahmed, P.K., Rafiq M., Saad, N.M. (2003), Internal Marketing and The Mediating Role of Organizational
  • Competencies, European Journal of Marketing, 37(9), p.1221-1241.
  • Ahmed, P.K., Rafiq, M. (2003), Internal Marketing Issues and Challanges, European Journal of Marketing, 37(9), p.1177-1186.
  • Ay, C., Kartal, B. (2003), İçsel Pazarlama: Literatür İncelemesi, MÜ SBE Hakemli Dergisi, 5(20),p.15-25.
  • Aypay, A., ve Eryılmaz, A. (2011), ‘Lise Öğrencilerinin Derse Katılmaya Motive Olmaları ile Okul Tükenmişliği
  • Arasındaki İlişkinin İncelenmesi, Mehmet Akif Ersoy Üniversitesi Eğitim Fakültesi Dergisi, 21, p.26-44. Berry, L.L., Hensel,J.S., Burke,M.C. (1976), Improving Retailer Capability for Effective Consumerism, Journal of Retailing, 52(3), p.3-14.
  • Berry,L.L.(1981), The Employee as Customer, Journal of Retail Banking, 3(March), p.33-40.
  • Berry, L.L., ve Parasuraman, A. (1991), Marketing Services:Competing Through Quality.New York:The Free Press.
  • Boshoff, C., Allen, J. (2008), ‘The Influence of Selected Antecedents on Frontline Staff’s Perceptions of Service
  • Recovery Performance, International Journal of Service Industry Management, 11(1), p.63-90. Cemaloğlu, N., ve Kayabaşı, Y. (2007), ‘Öğretmenlerin Tükenmişlik Düzeyi ile Sınıf Yönetiminde Kullandıkları
  • Disiplin modelleri Arasındaki İlişki, Gazi Eğitim Fakültesi Dergisi, 27(2), p.123-155
  • Çoban, S. (2004), Toplam Kalite Yönetimi Perspektifinden İçsel Pazarlama Anlayışı, Erciyes Üniversitesi İİBF Dergisi, 22, p.85-89.
  • Coric, D.S., ve Vokic, N.P. (2009), ‘ The Roles of Internal Communications, Human Resources Management and Marketing Concepts in Determining Holistic Internal Market Philosophy’, Zagreb Intertional Review of
  • Economics&Business, 12(2), p.87-105
  • Costen, W.M., Salazar, J. (2011), The Impact of Training and Development on Employee Job Satisfaction, Loyalty, and Intent to Stay in the Lodging Industry, Journal of Human Resources in Hospitality Tourism, 10, p.273-284.
  • Eichorn, F.L. (2004), Applying Internal Customer Relationship Management (Internal CRM) Principles to
  • Improving Business / IT Integration and Performance, Problems and Perspectives in Management, 4,p.125-148. Eryılmaz, A.(2010), Ergenlerin Öznel İyi Oluşu Arttırma Stratejilerini Kullanma İle Akademik Motivasyon
  • Arasındaki İlişki, Klinik Psikiyatri, 13, p.77-84. Eryılmaz, A.(2013), ‘Okulda Motivasyon ve Amotivasyon:Derse Katılmada Öğretmenden Beklentiler Ölçeğinin
  • Geliştirilmesi, Namık Kemal Üniversitesi Eğitim Fakültesi Dergisi, 15(Mart), p.1-18. Foreman, S.K., Money, A.H. (1995), Internal Marketing: Concepts, Measurement and Application, Journal of
  • Marketing Management, 11, p.755-768. Gulati, R. (2007), Silo Busting: How to Execute on the Promise of Customer Focus, Harvard Business Review, May, p.98-108.
  • Gulledge, L.G. (1991), Satisfying the Internal Customer, Bank Marketing, 23(4), p.46-48.
  • Hochschild,A.(1983), The Managed Heart: Commercialization of Human Feeling, Berkeley, CA: University of California Press.
  • Huang, M., ve Chen, M.Y. (2013), ‘Internal Marketing, Customer Orientation, and Organizational Commitment:
  • Moderating Effects of Work Status’, Psychological Reports:Employment Psychology&Marketing, 113(1), p.180- 198
  • Işıkhan, V.(2004), Çalışma Hayatında Stres ve Başa Çıkma Yolları, Ankara, Sandal Yayınları.
  • İşler, D.B., Özdemir, Ş. (2010), Hastane İşletmelerinde İçsel Pazarlama Yaklaşımının İş Tatmini ve Örgütsel Bağlılık
  • Üzerine Etkisi: Isparta İli Örneği; Hacettepe Sağlık İdaresi Dergisi, 13(2), p.115-139. Kaya, S., Akyüz, A.M. (2015), İçsel Pazarlama Temelinde İnsan Kaynakları Uygulamalarının Müşteri
  • Memnuniyetine Etkisini Belirlemeye Yönelik Bir Araştırma, Turkish Studies, (2), p.1-30, Doi:dx/doi.org/10.7827/TurkishStudies.7667.
  • Kim, J., Evi Ho Suh, Hwang, H.S. (2003), A Model for Evaluating the Effectiveness of CRM: Using the Balanced
  • Scorecard, Journal of Interactive Marketing, 17(2), p.5-19. Kutsal, D., ve Bilge, F. (2012), ‘Lise Öğrencilerinin Tükenmişlik ve Sosyal Destek Düzeyleri’, Eğitim ve Bilim, 37(164), p.284-299
  • Lee, Y.K., Nam, J.H., Park, D.H., Ahlee, K. (2006), ‘What Factors Influence Customer-Oriented Prosocial Behavior of Customer Contact Employees?’, Journal of Services Marketing, 20(4), p.251-264.
  • Lings, I.N.(2004), International Market Orientation: Construct and Concequences, Journal of Business Research, 57(4), p.405-413.
  • Lovelock, C.H.(1996), Services Marketing, 3th Edition, New Jersey, Prentice-Hall Inc.
  • Martin, E.F.Jr., ve To, W.M. (2013), ‘ Effect of Internal Market Orientation on Organizational Performance:The
  • Case of Macao’s Gaming Industry, International Journal of Hospitality &Tourism Administration, 14, p.233-254
  • Oliver, R.L., Swan, J.E. (1989), Equity and Disconfirmation Perceptions as Influences on Merchant and Product
  • Satisfaction, Journal of Consumer Research, 16(3), p.372-383. Örs, H. (2007), Hizmet Pazarlama Etkinliği ve Kalite, Ankara, Gazi Kitabevi.
  • Pfau, B., Detzel, D., Geller, A. (1991), Satisfying Your Internal Customer, Journal of Business Strategy, Nov/Dec 12(6), p.9-13.
  • Rafiq, M., Ahmed, P.K. (2000), Advances in the Internal Marketing Concept: Definition, Synthesis and Extension,
  • Journal of Service Marketing, 14, p.449-462. Ro, H., Chen, P.J. (2011), ‘Empowerment in Hospitality Organizations, Customer Orientation and Organizational
  • Support; Journal of Hospitality Management, 30, p.422-428. Saura, I.G., Contri G.N., Taulet, C.A. (2005), ‘Relationships Among Customer Orientation, Service Orientation and Job Satisfaction in Financial Services’, International Journal of Service Industry Management, 16(5), p.497-525.
  • Schmidt, S.W. (2007), The Relationship Between Satisfaction with Workplace Training and Overall Job
  • Satisfaction, Human Resource Development Quartely, 18(4), p.481-498. Tsai, Y., ve Tang, T.W. (2008), ‘How to Improve Service Quality: Internal Marketing as a Dertermining Factor’,
  • Total Quality Management, 19(11), p.1117-1126
  • Varey, R.J. (1995), Internal Marketing: A Review and Some Interdisciplinary Research Challenges, Internal Journal of Service Industry Management, 6(1), p.40-63.
  • Voon, B.H. (2006), Linking a Service-Driven Market Orientation to Service Quality, Managing Service Quality, 16(6), p.595-619.
  • Zeithmal, V.A., Berry, L.L., Parasuraman, A.(1988), Communication and Control Processes in the Delivery of
  • Sevice Quality, Journal of Marketing, 52, p.35-48. Zeithaml, V.A., Bitner, M.J.(1996), Service Marketing, New York, McGraw-Hill. www.meb.gov.tr, Erişim Tarihi: 25.04.2015.

Year 2015, Volume: 2 Issue: 2, 0 - 0, 29.06.2015

Husniye Ors

Abstract

Hizmet pazarlamasında önemi gittikçe artan bir kavram olan ve araştırmacıların kavrama yeni bakış açıları katmaları ile zaman içinde gittikçe zenginleşen içsel pazarlama, günümüzde pazarlama ve insan kaynaklarını bünyesinde barındıran vazgeçilmez bir felsefe haline gelmiştir. Yönetimin organisazyondaki iş/görevleri ürünler olarak gören bir yaklaşım olan içsel pazarlama, işgörenlere müşteriler olarak muamele eden bir felsefe ve iş-ürünlerini insani ihtiyaçları karşılayacak şekilde oluşturan bir stratejidir. Tanımdaki ‘insani ihtiyaçları karşılama’ vurgusu, içsel pazarlamanın tüm sektörler ve tüm organizasyonlar için çözüm yaratıcı bir özellik taşıdığını göstermektedir. Eğitim, hizmet faaliyet sistemi içinde müşterinin kapsanma oranı yüksek ve emek-yoğun bir hizmettir. Literatür incelenmesi, Türk eğitim sistemi içinde, gerek hizmet sağlayıcısı olarak öğretmelerin, gerekse hizmet kullanıcısı olarak öğrencilerin ‘tükenmişlik’ düzeylerinin yüksek olduğunu ortaya koymuştur. Bu sonuçlara istinaden çalışmanın amacı; eğitim hizmetini yaratan ve alanların tükenmişlik sendromuna ve birbirinden gittikçe açılan eğitimden beklenen amaç ile beklenen sonuç aralığının daraltılmasına ve eğitim hizmetinin performans ve kalitesinin iyileştirilmesine çözüm olabilecek bir model yaratmaktır. Araştırma ikincil veri kaynaklarına dayalı olan kuramsal bir çalışmadır. Araştırmadan beklenen sonuç; eğitim hizmetinin performans ve kalitesini iyileştirecek, pazarlama bilimini eğitim bilimine uyarlayan, uygulanabilir bir model oluşturmaktır. 1. GİRİŞDünyanın en genç nüfusuna sahip ülkeler arasında ilk sıralarda yer alan Türkiye’de, bu genç nüfusun eğitim ve öğretimini sağlıklı bir şekilde yürütmek büyük bir yükümlülük gerektirir. Eğitimin etkileşim düzeyi yüksek bir hizmet olması dolayısıyla, hizmeti yüksek kalitede sunmak için hedef alınacak kesim, diğer bir çok hizmet için yalnızca işgören iken, eğitim hizmetinde hizmetin bizatihi kullanıcısı olan alıcının da sürece dahil olması dolayısıyla, bu kesimin de hedef olarak tanımlanmasını zorunlu kılar

References

  • Ahmed, P.K. (2004), Internal Marketing Tools and Concepts for Customer-Focused Management. E-Book ( Bilkent University), Erişim Tarihi: 27.04.2015.
  • Ahmed, P.K., Rafiq M., Saad, N.M. (2003), Internal Marketing and The Mediating Role of Organizational
  • Competencies, European Journal of Marketing, 37(9), p.1221-1241.
  • Ahmed, P.K., Rafiq, M. (2003), Internal Marketing Issues and Challanges, European Journal of Marketing, 37(9), p.1177-1186.
  • Ay, C., Kartal, B. (2003), İçsel Pazarlama: Literatür İncelemesi, MÜ SBE Hakemli Dergisi, 5(20),p.15-25.
  • Aypay, A., ve Eryılmaz, A. (2011), ‘Lise Öğrencilerinin Derse Katılmaya Motive Olmaları ile Okul Tükenmişliği
  • Arasındaki İlişkinin İncelenmesi, Mehmet Akif Ersoy Üniversitesi Eğitim Fakültesi Dergisi, 21, p.26-44. Berry, L.L., Hensel,J.S., Burke,M.C. (1976), Improving Retailer Capability for Effective Consumerism, Journal of Retailing, 52(3), p.3-14.
  • Berry,L.L.(1981), The Employee as Customer, Journal of Retail Banking, 3(March), p.33-40.
  • Berry, L.L., ve Parasuraman, A. (1991), Marketing Services:Competing Through Quality.New York:The Free Press.
  • Boshoff, C., Allen, J. (2008), ‘The Influence of Selected Antecedents on Frontline Staff’s Perceptions of Service
  • Recovery Performance, International Journal of Service Industry Management, 11(1), p.63-90. Cemaloğlu, N., ve Kayabaşı, Y. (2007), ‘Öğretmenlerin Tükenmişlik Düzeyi ile Sınıf Yönetiminde Kullandıkları
  • Disiplin modelleri Arasındaki İlişki, Gazi Eğitim Fakültesi Dergisi, 27(2), p.123-155
  • Çoban, S. (2004), Toplam Kalite Yönetimi Perspektifinden İçsel Pazarlama Anlayışı, Erciyes Üniversitesi İİBF Dergisi, 22, p.85-89.
  • Coric, D.S., ve Vokic, N.P. (2009), ‘ The Roles of Internal Communications, Human Resources Management and Marketing Concepts in Determining Holistic Internal Market Philosophy’, Zagreb Intertional Review of
  • Economics&Business, 12(2), p.87-105
  • Costen, W.M., Salazar, J. (2011), The Impact of Training and Development on Employee Job Satisfaction, Loyalty, and Intent to Stay in the Lodging Industry, Journal of Human Resources in Hospitality Tourism, 10, p.273-284.
  • Eichorn, F.L. (2004), Applying Internal Customer Relationship Management (Internal CRM) Principles to
  • Improving Business / IT Integration and Performance, Problems and Perspectives in Management, 4,p.125-148. Eryılmaz, A.(2010), Ergenlerin Öznel İyi Oluşu Arttırma Stratejilerini Kullanma İle Akademik Motivasyon
  • Arasındaki İlişki, Klinik Psikiyatri, 13, p.77-84. Eryılmaz, A.(2013), ‘Okulda Motivasyon ve Amotivasyon:Derse Katılmada Öğretmenden Beklentiler Ölçeğinin
  • Geliştirilmesi, Namık Kemal Üniversitesi Eğitim Fakültesi Dergisi, 15(Mart), p.1-18. Foreman, S.K., Money, A.H. (1995), Internal Marketing: Concepts, Measurement and Application, Journal of
  • Marketing Management, 11, p.755-768. Gulati, R. (2007), Silo Busting: How to Execute on the Promise of Customer Focus, Harvard Business Review, May, p.98-108.
  • Gulledge, L.G. (1991), Satisfying the Internal Customer, Bank Marketing, 23(4), p.46-48.
  • Hochschild,A.(1983), The Managed Heart: Commercialization of Human Feeling, Berkeley, CA: University of California Press.
  • Huang, M., ve Chen, M.Y. (2013), ‘Internal Marketing, Customer Orientation, and Organizational Commitment:
  • Moderating Effects of Work Status’, Psychological Reports:Employment Psychology&Marketing, 113(1), p.180- 198
  • Işıkhan, V.(2004), Çalışma Hayatında Stres ve Başa Çıkma Yolları, Ankara, Sandal Yayınları.
  • İşler, D.B., Özdemir, Ş. (2010), Hastane İşletmelerinde İçsel Pazarlama Yaklaşımının İş Tatmini ve Örgütsel Bağlılık
  • Üzerine Etkisi: Isparta İli Örneği; Hacettepe Sağlık İdaresi Dergisi, 13(2), p.115-139. Kaya, S., Akyüz, A.M. (2015), İçsel Pazarlama Temelinde İnsan Kaynakları Uygulamalarının Müşteri
  • Memnuniyetine Etkisini Belirlemeye Yönelik Bir Araştırma, Turkish Studies, (2), p.1-30, Doi:dx/doi.org/10.7827/TurkishStudies.7667.
  • Kim, J., Evi Ho Suh, Hwang, H.S. (2003), A Model for Evaluating the Effectiveness of CRM: Using the Balanced
  • Scorecard, Journal of Interactive Marketing, 17(2), p.5-19. Kutsal, D., ve Bilge, F. (2012), ‘Lise Öğrencilerinin Tükenmişlik ve Sosyal Destek Düzeyleri’, Eğitim ve Bilim, 37(164), p.284-299
  • Lee, Y.K., Nam, J.H., Park, D.H., Ahlee, K. (2006), ‘What Factors Influence Customer-Oriented Prosocial Behavior of Customer Contact Employees?’, Journal of Services Marketing, 20(4), p.251-264.
  • Lings, I.N.(2004), International Market Orientation: Construct and Concequences, Journal of Business Research, 57(4), p.405-413.
  • Lovelock, C.H.(1996), Services Marketing, 3th Edition, New Jersey, Prentice-Hall Inc.
  • Martin, E.F.Jr., ve To, W.M. (2013), ‘ Effect of Internal Market Orientation on Organizational Performance:The
  • Case of Macao’s Gaming Industry, International Journal of Hospitality &Tourism Administration, 14, p.233-254
  • Oliver, R.L., Swan, J.E. (1989), Equity and Disconfirmation Perceptions as Influences on Merchant and Product
  • Satisfaction, Journal of Consumer Research, 16(3), p.372-383. Örs, H. (2007), Hizmet Pazarlama Etkinliği ve Kalite, Ankara, Gazi Kitabevi.
  • Pfau, B., Detzel, D., Geller, A. (1991), Satisfying Your Internal Customer, Journal of Business Strategy, Nov/Dec 12(6), p.9-13.
  • Rafiq, M., Ahmed, P.K. (2000), Advances in the Internal Marketing Concept: Definition, Synthesis and Extension,
  • Journal of Service Marketing, 14, p.449-462. Ro, H., Chen, P.J. (2011), ‘Empowerment in Hospitality Organizations, Customer Orientation and Organizational
  • Support; Journal of Hospitality Management, 30, p.422-428. Saura, I.G., Contri G.N., Taulet, C.A. (2005), ‘Relationships Among Customer Orientation, Service Orientation and Job Satisfaction in Financial Services’, International Journal of Service Industry Management, 16(5), p.497-525.
  • Schmidt, S.W. (2007), The Relationship Between Satisfaction with Workplace Training and Overall Job
  • Satisfaction, Human Resource Development Quartely, 18(4), p.481-498. Tsai, Y., ve Tang, T.W. (2008), ‘How to Improve Service Quality: Internal Marketing as a Dertermining Factor’,
  • Total Quality Management, 19(11), p.1117-1126
  • Varey, R.J. (1995), Internal Marketing: A Review and Some Interdisciplinary Research Challenges, Internal Journal of Service Industry Management, 6(1), p.40-63.
  • Voon, B.H. (2006), Linking a Service-Driven Market Orientation to Service Quality, Managing Service Quality, 16(6), p.595-619.
  • Zeithmal, V.A., Berry, L.L., Parasuraman, A.(1988), Communication and Control Processes in the Delivery of
  • Sevice Quality, Journal of Marketing, 52, p.35-48. Zeithaml, V.A., Bitner, M.J.(1996), Service Marketing, New York, McGraw-Hill. www.meb.gov.tr, Erişim Tarihi: 25.04.2015.
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Husniye Ors This is me

Publication Date June 29, 2015
Published in Issue Year 2015 Volume: 2 Issue: 2

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APA Ors, H. (2015). INTERNAL MARKETING APPROACH IN QUALITY IMPROVEMENT OF EDUCATION: A MODEL SUGGESTION FOR THE TURKISH EDUCATIONAL SYSTEM. Journal of Management Marketing and Logistics, 2(2). https://doi.org/10.17261/Pressacademia.2015211610

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