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İÇSEL PAZARLAMA UYGULAMALARININ İÇSEL MARKALAMAYA ETKİSİ: TÜRKİYE’DEKİ KATILIM BANKALARINDA UYGULAMALI BİR ARAŞTIRMA

Yıl 2019, Cilt: 12 Sayı: 23, 95 - 122, 01.06.2019

Öz

Küreselleşme ile birlikte rekabetinde daha arttığı günümüz coğrafyasında işletmeler, faaliyetlerini her zamankinden daha farklı yöntem ve modellerle sürdürmek zorundadır. İşletmeleri diğerlerinden farklılaştıracak önemli iki unsur; çalışan memnuniyetini sağlamak ve markalaşmaktır. İçsel pazarlama ve içsel markalama kavramları bu çerçevede işletmelere önemli rekabet avantajı sunmaktadır. Bu araştırmanın amacı Türkiye’deki katılım bankacılığı sektöründe içsel pazarlama uygulamalarının içsel markalama uygulamaları üzerindeki etkisininin olup olmadığını tespit etmektir. Araştırma, 524 katılımcıdan elde edilen veriler yardımıyla yapılmıştır. Araştırmanın analiz kısmında açıklayıcı ve doğrulayıcı faktör analizleri ile yapısal eşitlik modeli kullanılmıştır. Çalışmanın sonuçlarına göre, içsel pazarlama uygulamalarının içsel markalama uygulamalarını etkilediği tespit edilmiştir. Araştırmanın diğer önemli bir sonucu da, içsel pazarlama uygulamaları ile motive olmuş ve eğitilmiş çalışanlar, bağlı oldukları işletme veya organizasyonun markalaşma sürecinin başarısında oldukça önemli faktör konumundadır

Kaynakça

  • Abu-Raiya, H., Pargament K.I. and Mahoney, A. (2011). Examining Coping Methods With Stressful Interpersonal Events Experienced by Muslims Living in the United States Following the 9/11 Attacks. Psychology of Religion and Spirituality, 3(1): 1-14.
  • Ahmad, N. Iqbal, N. and Sheeraz, M. (2012). The Effect of Internal Marketing on Employee Retention in Pakistani Banks. International Journal of Academic Research in Business and Social Sciences, 2(8): 270-280.
  • Ahmed, P.K. and Rafiq, M. (2002). Internal Marketing; Tools and Concepts for Customer-Focused Management. Burlington: Butterworth-Heinemann.
  • Ahmed P.K. Rafiq, M. and Norizan M.S. (2003). Internal Marketing and The Mediating Role of Organisational Competencies. European Journal of Marketing, 37(9): 1221-1241.
  • Aijaz, A. and Shah, Z.S.A. (2013). Impact of Employee Empowerment and Employee Branding on Employee Turnover Behaviors. 4. International Conference on Business and Economic Research Proceeding, 04 - 05 March 2013. Bandung: Indonesia.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamaları. Sakarya: Sakarya Yayıncılık.
  • Anandan. C. (2009). Product Management. New Delhi: Tata McGraw-Hill Education.
  • Anderson, B. (1998). 22 Steps to Optimizing Your International Marketing Communications. Stockholm: Sandberg & Co.
  • Başaran, Ü. Büyükyılmaz, O. and Çevik, E.D. (2011). İçsel Pazarlamanın Algılanan Hizmet Kalitesi Üzerindeki Etkisinde İş Tatmininin Aracılık Rolü. İşletme Fakültesi Dergisi, 12(2): 201-225.
  • Bagozzi, R. P. and Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1): 74-94.
  • Bennett, R. and Barekensjo, A. (2005). Internal Marketing, Negative Experiences, and Volunteers’ Commitment to Providing High-Quality Services In a UK Helping and Caring Charitable Organization. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 16(3): 251-274.
  • Bergstorm, A.J. Blumenthal, D. and Crothers, S. (2002). Why Internal Branding Matters: The Case of Saab. Corporate Reputation Review, 5(2/3): 133-141.
  • Burmann, C. and Zeplin, S. (2005). Building Brand Commitment: A Behavioural Approach to Internal Brand Management. Brand Management, 12 (4): 279- 300.
  • Candan, B. and Çekmecelioğlu, H.G. (2009). İçsel Pazarlama Faaliyetlerinin Örgütsel Bağlılık Unsurları Açısından Değerlendirilmesi: Bir Araştırma. İstanbul Üniversitesi Yönetim Dergisi, 20 (63): 41-58.
  • Churchill, G.A. (1979). A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16(01): 64–73.
  • Çetin, B., Akın, A. and Eroğlu, Y. (2011). Koşullu Öz-Değer Ölçeğinin Geçerlilik ve Güvenilirliği. Uluslararası İnsan Bilimleri Dergisi, 8(1): 412-426.
  • Çevik, A. and Gürsel, F. (2015). Gönüllü Motivasyon Envanteri: Türk Popülasyonuna Uyarlanması. Ankara Üniversitesi Spor Bilimleri Fakültesi, 13(2): 83-92.
  • Çokluk, O., Şekercioğlu, G. and Büyüköztürk, Ş., (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS and LISREL Uygulamaları. (2. Baskı), Ankara: Pegem Akademi.
  • Doğan, S. and Hatipoğlu, C. (2009). Küçük ve Orta Boy İşletmelerde Vizyon Açıklamasının İşletmenin Performansına İlişkin Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(2): 81-97.
  • Engel, K.S., Moosbrugger, H. and Müller. H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2): 23-74.
  • Ewing, M.T. and Caruana, A. (1999). An Internal Marketing Approach To Public Sector Management: The Marketing and Human Resources Interface. International Journal of Public Sector Management, 12(1): 17-29.
  • Foreman, S.K. and Money, A.H. (1995). Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 11(8): 755-768.
  • Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
  • Gapp, R. and Merrilees, B. (2006). Important Factors to Consider When Using Internal Branding as a Management Strategy: a Healthcare Case Study. Brand Management, September- October, 14(1/2): 162-176.
  • Gefen, D., Karahanna, E., and Straub, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1): 51-90.
  • Gliem, J. A. and Gliem, R. R. (2003). Calculating, Interpreting, and Reporting Cronbach’s Aalpha Reliability Coefficient for Likert-type Scales. Midwest Research-toPractice Conference in Adult, Continuing and Community Education, The Ohio State University, 8-10 October 2003. Columbus, OH: United Nations.
  • Gull, S. and Ashraf, SM. (2012). Impact of Internal Branding on Service Employees’ Quality Commitment - Study on Education Sector of Pakistan. International Journal of Business and Social Science, 3(14): 302-311.
  • Hair, J.F., Black, W.C., Babin, B.J. and Andersen, R.E. (2010). Multivariate Data Analysis: A Global Perspective. NJ: Pearson Prentice Hall.
  • Harris, F. and de Chernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35(3/4): 441-456.
  • Heding, T., Knudtzen, C.F. and Mogens Bjerre, M. (2008). Brand Management Research, Theory and Practice. London and New York: Taylor & Francis e-Library.
  • Hooper, D., Coughlan, J., Mullen, M.R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Journal of Business Research Methods, 6(1): 53-60.
  • Holmgren, A., Schori, L.C. and Wingard, M. (2003). Internal Branding; How to Make Employees Live the Brand. Master Thesis, Lund University Achool of Economics and Management.
  • Hur, Y. and Adler, H. (2011). Employees’ Perceptions of Restaurant Brand Image. Journal of Foodservice Business Research, 14(334): 334-359.
  • Javanmard, H. and Nia, E.N. (2011). Effect of Internal Branding on Brand Supporting Behaviors of Employees Regarding Customer Attraction in Islamic Banking. The IUP Journal of Brand Management, 8(4): 35-46.
  • Joshi, R. (2007). Internal Marketing in Service Organizations: Need for Reorientation. ICFAI Journal of Services Marketing, 5(4): 28-36.
  • Keller, S.B., Daniel F.L. Alexander E.E. John, O. and Roger, C. (2006). The Impact of Internal Marketing Efforts in Distribution Service Operations. Journal of Business Logistics, 27(1): 109-137.
  • Kahraman, A. (2011). Marka Vaadinin Çalışanlara İletilmesi: İçsel Markalaşma, Yüksek Lisans Tezi, Manisa Celal Bayar Üniversitesi.
  • Khan, B.M., (2009). Internal Branding: Aligning Human Capital Strategy with Brand Strategy. The Icfai University Journal of Brand Management, 6(2): 22-36.
  • Khan, F.N. and Naeem, H. (2013). The Anatomy of Employee Involvement and Internal Branding and Their Impact on the Emotional Intelligence of Employees: Evidence From the Nursing Staff Hospital Sector of Pakistan. Journal of Business and Management, 8(2): 56-61.
  • Kimpakorn, N. and Tocquer, G. (2010). Service Brand Equity and Employee Brand Commitment. Journal of Services Marketing, 24(5): 378-388.
  • King, C. and Grace, D. (2005). Exploring the Role of Employees in the Delivery of the Brand: A Case Study Approach. Qualitative Market Research, 8(3): 277-295.
  • Lee, W., Chen, C.C. and Lee, C.C. (2015). The Relationship between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance. The International Journal of Organizational Innovation, 8(2): 67-78.
  • Meydan, C.H. and Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mishra, S. (2010). Internal Marketing- A Tool to Harness Employees’ Power in Service Organizations in India. International Journal of Management, 5(1): 185-192.
  • Mitchell, C. (2002). Selling Brand Inside. Harvard Business Review, January: 99-105.
  • Modi, A. and Patel, J.D. (2012). Employees’ Brand Commitment and Career Stages: Empirical Evidence from Indian Universities. The IUP Journal of Brand Management, 9(1): 28-39.
  • Narteh, B. and Odoom, R., (2015). Does Internal Marketing Influence Employee Loyalty? Evidence From the Ghanaian Banking Industry. Services Marketing Quarterly, 36(2): 112-135.
  • Opoku, R.A. Atuobi, Y.N. Chong, C.S. and Abrat, R. (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.
  • Özdemir, G. (2014). Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı. İş Güç, Endüstri İlişkileri ve İnsan Kaynakları Dergisi,16(1): 56-66.
  • Özel, M., Timur, B. Timur, S. and Bilen, K. (2013). Öğretim Elemanlarının Pedagojik Alan Bilgilerini Değerlendirme Anketinin Türkçeye Uyarlanması Çalışması. Ahi Evran Üniversitesi Kırşehir Eğitim Fakültesi Dergisi (KEFAD), 14(1): 407-428.
  • Papasolomou, I. and Vrontis, D. (2006). Using Internal Marketing to Ignite The Corporate Brand: The Case of the UK Retail Bank Industry. Journal of Brand Management, 14(1/2): 177-195.
  • Pswarayi, S. (2013). The Employee Perspective Of Internal Branding Process: A Quantiative Study. Doctorate Thesis. Minneapolis: Capella University.
  • Punjaisri, K. and Wilson, A. (2007). The Role of Internal Branding in the Delivery of Employee-Brand Promise. Brand Management, 15(1): 57-70.
  • Punjaisri, K., Wilson, A. and Evanschitzky, H. (2008). Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthening Customer-Brand Relationships. Journal of Relationship Marketing, 7(4): 407-424.
  • Punjaisri, K., Evanschitzky, H. and Wilson, A. (2009a). Internal Branding: An Enabler of Employees’ Brand-Supporting Behaviors. Journal of Service Management, 20(2): 209-226.
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THE EFFECT OF INTERNAL MARKETING ON INTERNAL BRANDING: AN EMPIRICAL RESEARCH ON PARTICIPATION BANKS IN TURKEY

Yıl 2019, Cilt: 12 Sayı: 23, 95 - 122, 01.06.2019

Öz

In today’s geography where competition is increasing with globalization, businesses have to maintain their activities with different methods and models than ever before. Two essential factors that will make a business different from others are ensuring the employee satisfaction and branding. The concepts of internal marketing and internal branding offer a significant competition advantage to businesses in this context. The purpose of this paper is to evaluate the effects of internal marketing practices on internal branding practices in the participation banking sector in Turkey. The study employs data collected from a survey involving 524 participants. In the analysis part of this study, exploratory factor analysis, confirmatory factor analysis and structural equation model were used. According to the results of the study, it was determined that internal marketing practices affect internal branding practices. An other important result of the research is that employees who are motivated and trained with internal marketing practices are quite important factor in the success of the branding process of their affiliated business or organization.

Kaynakça

  • Abu-Raiya, H., Pargament K.I. and Mahoney, A. (2011). Examining Coping Methods With Stressful Interpersonal Events Experienced by Muslims Living in the United States Following the 9/11 Attacks. Psychology of Religion and Spirituality, 3(1): 1-14.
  • Ahmad, N. Iqbal, N. and Sheeraz, M. (2012). The Effect of Internal Marketing on Employee Retention in Pakistani Banks. International Journal of Academic Research in Business and Social Sciences, 2(8): 270-280.
  • Ahmed, P.K. and Rafiq, M. (2002). Internal Marketing; Tools and Concepts for Customer-Focused Management. Burlington: Butterworth-Heinemann.
  • Ahmed P.K. Rafiq, M. and Norizan M.S. (2003). Internal Marketing and The Mediating Role of Organisational Competencies. European Journal of Marketing, 37(9): 1221-1241.
  • Aijaz, A. and Shah, Z.S.A. (2013). Impact of Employee Empowerment and Employee Branding on Employee Turnover Behaviors. 4. International Conference on Business and Economic Research Proceeding, 04 - 05 March 2013. Bandung: Indonesia.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamaları. Sakarya: Sakarya Yayıncılık.
  • Anandan. C. (2009). Product Management. New Delhi: Tata McGraw-Hill Education.
  • Anderson, B. (1998). 22 Steps to Optimizing Your International Marketing Communications. Stockholm: Sandberg & Co.
  • Başaran, Ü. Büyükyılmaz, O. and Çevik, E.D. (2011). İçsel Pazarlamanın Algılanan Hizmet Kalitesi Üzerindeki Etkisinde İş Tatmininin Aracılık Rolü. İşletme Fakültesi Dergisi, 12(2): 201-225.
  • Bagozzi, R. P. and Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1): 74-94.
  • Bennett, R. and Barekensjo, A. (2005). Internal Marketing, Negative Experiences, and Volunteers’ Commitment to Providing High-Quality Services In a UK Helping and Caring Charitable Organization. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 16(3): 251-274.
  • Bergstorm, A.J. Blumenthal, D. and Crothers, S. (2002). Why Internal Branding Matters: The Case of Saab. Corporate Reputation Review, 5(2/3): 133-141.
  • Burmann, C. and Zeplin, S. (2005). Building Brand Commitment: A Behavioural Approach to Internal Brand Management. Brand Management, 12 (4): 279- 300.
  • Candan, B. and Çekmecelioğlu, H.G. (2009). İçsel Pazarlama Faaliyetlerinin Örgütsel Bağlılık Unsurları Açısından Değerlendirilmesi: Bir Araştırma. İstanbul Üniversitesi Yönetim Dergisi, 20 (63): 41-58.
  • Churchill, G.A. (1979). A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16(01): 64–73.
  • Çetin, B., Akın, A. and Eroğlu, Y. (2011). Koşullu Öz-Değer Ölçeğinin Geçerlilik ve Güvenilirliği. Uluslararası İnsan Bilimleri Dergisi, 8(1): 412-426.
  • Çevik, A. and Gürsel, F. (2015). Gönüllü Motivasyon Envanteri: Türk Popülasyonuna Uyarlanması. Ankara Üniversitesi Spor Bilimleri Fakültesi, 13(2): 83-92.
  • Çokluk, O., Şekercioğlu, G. and Büyüköztürk, Ş., (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS and LISREL Uygulamaları. (2. Baskı), Ankara: Pegem Akademi.
  • Doğan, S. and Hatipoğlu, C. (2009). Küçük ve Orta Boy İşletmelerde Vizyon Açıklamasının İşletmenin Performansına İlişkin Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(2): 81-97.
  • Engel, K.S., Moosbrugger, H. and Müller. H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2): 23-74.
  • Ewing, M.T. and Caruana, A. (1999). An Internal Marketing Approach To Public Sector Management: The Marketing and Human Resources Interface. International Journal of Public Sector Management, 12(1): 17-29.
  • Foreman, S.K. and Money, A.H. (1995). Internal Marketing: Concepts, Measurement and Application. Journal of Marketing Management, 11(8): 755-768.
  • Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
  • Gapp, R. and Merrilees, B. (2006). Important Factors to Consider When Using Internal Branding as a Management Strategy: a Healthcare Case Study. Brand Management, September- October, 14(1/2): 162-176.
  • Gefen, D., Karahanna, E., and Straub, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1): 51-90.
  • Gliem, J. A. and Gliem, R. R. (2003). Calculating, Interpreting, and Reporting Cronbach’s Aalpha Reliability Coefficient for Likert-type Scales. Midwest Research-toPractice Conference in Adult, Continuing and Community Education, The Ohio State University, 8-10 October 2003. Columbus, OH: United Nations.
  • Gull, S. and Ashraf, SM. (2012). Impact of Internal Branding on Service Employees’ Quality Commitment - Study on Education Sector of Pakistan. International Journal of Business and Social Science, 3(14): 302-311.
  • Hair, J.F., Black, W.C., Babin, B.J. and Andersen, R.E. (2010). Multivariate Data Analysis: A Global Perspective. NJ: Pearson Prentice Hall.
  • Harris, F. and de Chernatony, L. (2001). Corporate Branding and Corporate Brand Performance. European Journal of Marketing, 35(3/4): 441-456.
  • Heding, T., Knudtzen, C.F. and Mogens Bjerre, M. (2008). Brand Management Research, Theory and Practice. London and New York: Taylor & Francis e-Library.
  • Hooper, D., Coughlan, J., Mullen, M.R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Journal of Business Research Methods, 6(1): 53-60.
  • Holmgren, A., Schori, L.C. and Wingard, M. (2003). Internal Branding; How to Make Employees Live the Brand. Master Thesis, Lund University Achool of Economics and Management.
  • Hur, Y. and Adler, H. (2011). Employees’ Perceptions of Restaurant Brand Image. Journal of Foodservice Business Research, 14(334): 334-359.
  • Javanmard, H. and Nia, E.N. (2011). Effect of Internal Branding on Brand Supporting Behaviors of Employees Regarding Customer Attraction in Islamic Banking. The IUP Journal of Brand Management, 8(4): 35-46.
  • Joshi, R. (2007). Internal Marketing in Service Organizations: Need for Reorientation. ICFAI Journal of Services Marketing, 5(4): 28-36.
  • Keller, S.B., Daniel F.L. Alexander E.E. John, O. and Roger, C. (2006). The Impact of Internal Marketing Efforts in Distribution Service Operations. Journal of Business Logistics, 27(1): 109-137.
  • Kahraman, A. (2011). Marka Vaadinin Çalışanlara İletilmesi: İçsel Markalaşma, Yüksek Lisans Tezi, Manisa Celal Bayar Üniversitesi.
  • Khan, B.M., (2009). Internal Branding: Aligning Human Capital Strategy with Brand Strategy. The Icfai University Journal of Brand Management, 6(2): 22-36.
  • Khan, F.N. and Naeem, H. (2013). The Anatomy of Employee Involvement and Internal Branding and Their Impact on the Emotional Intelligence of Employees: Evidence From the Nursing Staff Hospital Sector of Pakistan. Journal of Business and Management, 8(2): 56-61.
  • Kimpakorn, N. and Tocquer, G. (2010). Service Brand Equity and Employee Brand Commitment. Journal of Services Marketing, 24(5): 378-388.
  • King, C. and Grace, D. (2005). Exploring the Role of Employees in the Delivery of the Brand: A Case Study Approach. Qualitative Market Research, 8(3): 277-295.
  • Lee, W., Chen, C.C. and Lee, C.C. (2015). The Relationship between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance. The International Journal of Organizational Innovation, 8(2): 67-78.
  • Meydan, C.H. and Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mishra, S. (2010). Internal Marketing- A Tool to Harness Employees’ Power in Service Organizations in India. International Journal of Management, 5(1): 185-192.
  • Mitchell, C. (2002). Selling Brand Inside. Harvard Business Review, January: 99-105.
  • Modi, A. and Patel, J.D. (2012). Employees’ Brand Commitment and Career Stages: Empirical Evidence from Indian Universities. The IUP Journal of Brand Management, 9(1): 28-39.
  • Narteh, B. and Odoom, R., (2015). Does Internal Marketing Influence Employee Loyalty? Evidence From the Ghanaian Banking Industry. Services Marketing Quarterly, 36(2): 112-135.
  • Opoku, R.A. Atuobi, Y.N. Chong, C.S. and Abrat, R. (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.
  • Özdemir, G. (2014). Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı. İş Güç, Endüstri İlişkileri ve İnsan Kaynakları Dergisi,16(1): 56-66.
  • Özel, M., Timur, B. Timur, S. and Bilen, K. (2013). Öğretim Elemanlarının Pedagojik Alan Bilgilerini Değerlendirme Anketinin Türkçeye Uyarlanması Çalışması. Ahi Evran Üniversitesi Kırşehir Eğitim Fakültesi Dergisi (KEFAD), 14(1): 407-428.
  • Papasolomou, I. and Vrontis, D. (2006). Using Internal Marketing to Ignite The Corporate Brand: The Case of the UK Retail Bank Industry. Journal of Brand Management, 14(1/2): 177-195.
  • Pswarayi, S. (2013). The Employee Perspective Of Internal Branding Process: A Quantiative Study. Doctorate Thesis. Minneapolis: Capella University.
  • Punjaisri, K. and Wilson, A. (2007). The Role of Internal Branding in the Delivery of Employee-Brand Promise. Brand Management, 15(1): 57-70.
  • Punjaisri, K., Wilson, A. and Evanschitzky, H. (2008). Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthening Customer-Brand Relationships. Journal of Relationship Marketing, 7(4): 407-424.
  • Punjaisri, K., Evanschitzky, H. and Wilson, A. (2009a). Internal Branding: An Enabler of Employees’ Brand-Supporting Behaviors. Journal of Service Management, 20(2): 209-226.
  • Punjaisri, K., Wilson, A. and Evanschitzky, H. (2009b). Internal Branding To Influence Employees’ Brand Promise Delivery: A Case Study in Thailand. Journal of Service Management, 20(5): 561-579.
  • Raubenheimer, J. (2004). An Item Selection Procedure To Maximize Scale Reliability and Validity. SA Journal of Industrial Psychology, 30(4): 59-64.
  • Raj, A.B. (2011). Internal Branding: Exploring the Employee Perspective. Journal of Economic Development, Management, IT. Finance and Marketing, 3(2): 1-27.
  • Raykov, T. and Marcoulides. G.A. (2006). A First Course in Structural Equation Modeling. (Second Edition). New Jersey: Lawrence Erlbaum Associates.
  • Sekaran, U. (1992). Research Methods for Business-A Skill Building Approach. (Second Edition). India: Wiley.
  • Steiger, J.H. (2007). Understanding the Limitations of Global Fit Assessment in Structural Equation Modeling. Personality and Individual Differences, 42(5): 893-898.
  • Şimşek, T.B. (2005). İşletmelerde İç Müşteri Memnuniyetinin Hizmet Kalitesine Etkisi: Bursa’da Özel Bir Eğitim Kurumda Uygulanması, Yüksek Lisans Tezi, Kütahya Dumlupınar Üniversitesi.
  • Tabachnick, B.G. and Fidell, L.S. (2013). Using multivariate statistics. Boston: Pearson Education.
  • Tkbb. (2015). Katılım Bankaları ve Bankacılık Sektörü Başlıca Finansal Büyüklükler. http://www.tkbb.org.tr/mukayeseli-tablolar> (10.10. 2017).
  • Velicer, W. F. and Fava, J. L. (1998). Effects of Variable and Subject Sampling on Factor Pattern Recovery. Psychological Methods, 3(2): 231-251.
  • Ventura, K. (2012). Sanal Marka Topluluklarında Topluluk Üyelerinin Marka İle Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi. Yönetim ve Ekonomi, 19(2): 197-217.
  • Yang, J.T. (2015). Effect of Internal Marketing on Knowledge Sharing and Organizational Effectiveness in the Hotel Industry. Total Quality Management & Business Excellence, 261(1-2): 76-92.
  • Yeloğlu, H.O. (2007). Örgüt, Birey, Grup Bağlamında Yenilik ve Yaratıcılık Tartışmaları. Ege Akademik Bakış, 7(1): 133-152.
  • Yusuf, G.O. Sukati, I. and Chin, T.A. (2014). Mediating Role of Personality Factors in the Relationship Between Internal Marketing and Customer Orientation: A Review. Asian Social Science, 10(17): 250-257.
Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Research Article
Yazarlar

Ünal Efe Bu kişi benim

Ayşe Akyol Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 12 Sayı: 23

Kaynak Göster

APA Efe, Ü., & Akyol, A. (2019). THE EFFECT OF INTERNAL MARKETING ON INTERNAL BRANDING: AN EMPIRICAL RESEARCH ON PARTICIPATION BANKS IN TURKEY. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 95-122.