İÇSEL PAZAR YÖNLÜLÜK, PAZARLAMA YETENEKLERİ, ÖRGÜTSEL PERFORMANS ETKİLEŞİMİ: ANTALYA İLİ OTEL İŞLETMELERİNDE BİR UYGULAMA

Year 2018, Volume: 5 Issue: 2, 187 - 203, 30.06.2018

Ahmet Buğra Hamşıoğlu

https://doi.org/10.30798/makuiibf.409387

Cited By: 2

Abstract

Bu çalışmanın
amacı, Antalya ilinde yer alan dört ve beş yıldızlı otel işletmelerinde içsel
pazar yönlülük, pazarlama yetenekleri (pazar duyarlılık ve müşteri bağlantı
yetenekleri) ve örgütsel performans etkileşimini belirlemektir. Çalışmaya
katılan 280 otel işletmesinden veriler anket yöntemi ile elde edilmiştir.
Çalışmadaki hipotezleri test etmek için kısmi en küçük kareler yöntemi kullanılarak
model geçerliliği test edilmiştir. Araştırma sonuçlarına göre içsel pazar
yönlülük, pazar duyarlılık ve müşteri bağlantı yetenekleri üzerinde pozitif ve
doğrudan etkisinin olduğu görülmüştür. Ayrıca, pazar duyarlılık ve müşteri
bağlantı yeteneklerinin de örgütsel performans üzerinde pozitif ve doğrudan
etkisinin olduğu görülmüştür.Elde edilen
sonuçlara göre, içsel pazar yönlülük, pazar duyarlılık ve müşteri bağlantı
yetenekleri üzerinde pozitif ve doğrudan etkisinin olduğu görülmüştür. Ayrıca,
pazar duyarlılık ve müşteri bağlantı yeteneklerinin örgütsel performans pozitif
ve doğrudan etkisinin olduğu görülmüştür.

Keywords

İçsel Pazar Yönlülük, Pazarlama Yetenekleri, Örgütsel Performans

INTERNAL MARKET ORIENTATION, THE EFFECT OF MARKETING CAPABILITIES ON ORGANIZATIONAL PERFORMANCE: A RESEARCH ON HOTEL ENTERPRISES IN ANTALYA PROVINCE

Abstract

The purpose of
this study is to determine the interaction between internal market orientation,
marketing capabilities (market sensitivity and customer linking capabilities) and organizational performance in four
and five star hotel enterprises in Antalya province. The data of the study were obtained using the questionnaire form, from
the 280 hotel enterprises participating in the study. To test hypotheses in the
study, the partial least squares method was used and the model validity was
tested. According to the results of the research, internal market orientation
was found to have a positive and direct effect on market sensing and customer
linking capabilities. In addition, the market sensing and customer engagement
abilities were also found to have a positive and direct effect on the
organizational performance.According to the results obtained, it has been seen
that internal market orientation has a positive and direct effect on market
sensing and customer linking capabilities. In addition, it has been seen that
market sensitivity and customer connectivity capabilities have a positive and
direct effect on organizational performance.

Keywords

Internal Market Orientation, Marketing Capabilities, Organizational Performance

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