Müşteri Odaklılığın İşe Adanmaya Etkisi: Turizm İşletmelerinde Karşılaştırmalı Bir Araştırma

Öz

Bu çalışmanın amacı, turizm işletmelerinde müşteri ile yüz yüze iletişim kuran çalışanların müşteri odaklılığının işe adanma üzerindeki etkisini ve bu etkinin işletme türleri arasındaki farklılığını incelemektir. Araştırmada, amaca göre örneklem yöntemi kullanılarak, Konya’daki 21 otel, 102 seyahat acentesi ve 9 restoran olmak üzere 132 turizm işletmesi ve 655 çalışanı, alan araştırmasına dâhil edilmiştir. Haziran-Eylül 2015 tarihleri arasında, anket yoluyla elde edilen veriler, faktör, korelasyon ve regresyon gibi istatistiksel analiz yöntemleri ile çözümlenmiştir. Araştırma sonucunda, çalışanların müşteri odaklılığının işe adanmayı istatistiksel olarak olumlu ve anlamlı etkilediği ancak bu etkinin üç turizm işletme türüne göre farklılığının anlamlı olmadığı saptanmıştır. Bu bulgulardan, turizm işletmelerinde çalışanların hizmet verme ile ilgili kişilik özelliklerinin, başka etmenlerin işe yönelik olumsuz etkilerini en aza düşürerek işe adanmayı sağlayan bireysel güçleri harekete geçirebildiği, böylece işe adanmaya olumlu yansıdığı, ayrıca bu yansımanın gücünün konaklama, seyahat ve yiyecek-içecek işletmeleri arasında önemli farklılık göstermediği sonucuna ulaşılmıştır. Dolayısıyla bu çalışma, müşteri odaklılık ve işe adanma arasındaki ilişkiye yönelik alan yazında önerilen modeller ile ilgili ikilemin giderilmesi, müşteri odaklılığın işe adanma üzerindeki arındırılmış etkisinin ortaya koyulması ve modelin farklı turizm işletme türlerine yönelik karşılaştırmalı olarak test edilmesi açısından ilgili alan yazına önemli katkı sağlamaktadır. Çalışmanın bulgularından hareketle yöneticilere ve araştırmacılara öneriler sunulmuştur.

Anahtar Kelimeler

• Kişilik,Müşteriye Hizmet Odaklılık,Olumlu Psikoloji,İşe Tutkunluk,Turizm Endüstrisi

Kaynakça

1. Akgül, A. & Çevik, O. (2003). İstatistiksel Analiz Teknikleri, Ankara: Emek Ofset.
2. Albrecht, S.L., Bakker, A.B., Gruman, J.A., Macey, W.H. & Saks, A.M. (2015), Employee engagement, human resource management practices and competitive advantage, Journal of Organizational Effectiveness: People and Performance, 2(1), 7 – 35.
3. Allport, G.W. (1961). Patternand Growth in Personality. NewYork: Holt, Rinehart & Winston.
4. Allport, G. W. and Odbert, H. S. (1936). Trait-names: A psycho-lexical study. Psychological Monographs, 47(1).
5. Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri (SPSS Uygulamalı) (7.Baskı). Sakarya Yayıncılık: Sakarya.
6. Anaza, N. & Rutherford, B. (2012). How organizational and employee-customer identification, and customer orientation affect job engagement. Journal of Service Management, 23(5), 1-1.
7. Aslan, Z., Ünüvar, Ş. & Başoda, A.. (2012). Turizm eğitimi alan öğrencilerin kişilik özelliklerinin belirlenmesi ve turizm sektörüne uyumu açısından değerlendirilmesi, Anatolia: Turizm Araştırmaları Dergisi, 23(2), 203 – 219.
8. Aydın, D. (2014). Uygulamalı Regresyon Analizi, Kavramlar ve R Hesaplamaları (1.Baskı). Nobel Yayıncılık: Ankara.

9. Babakus, E., Yavas, U. & Ashill, N.J. (2009). The role of customer orientation as a moderator of the job demand-burnout-performance relationship: A surface-level trait perspective. Journal of Retailing, 8(4), 480-492.
10. Babbie, E. (2007). The practice of social research (11th ed.). Belmobt, CA: Wadsworth/Thomson.
11. Bakker, A. B. & Demerouti, E. (2008). Towards a model of work engagement. Career Development International, 13, 209–223.
12. Bakker, A.B. (2009). Building engagement in the workplace. In R. J. Burke & C.L. Cooper (Eds.), The peak performing organization (pp. 50-72). Oxon, UK: Routledge.
13. Başoda, A. (2017). İşe tutkunluk: Kavramsal açıdan bir inceleme. Uluslararası Tarih ve Sosyal Araştırmalar Dergisi, 17, 71-98.
14. Battencourt, L., Gwinner, K. P. & Meuter, M. L. (2001). A comparison of attitude, personality and knowledge predictors of service-oriented organizational citizenship behaviors. Journal of Applied Psychology, 86(1), 29-41.
15. Bitner, M.j. (1992). Servicescapes: The ımpact of physical surroundings on customers and employees, Journal of Marketing, 56, 57-71
16. Büyüköztürk, Ş. (2013). Sosyal bilimler için veri analizi el kitabı (18. Baskı). Pegem Akademi: Ankara.
17. Can, A. (2016). SPSS ile bilimsel araştırma sürecinde nicel veri analizi (4.Baskı). Pegem Akademi: Ankara.
18. Christian, M. S., Garza, A. S. & Slaughter, J. E. (2011). Work engagement: A quantitative review and test of its relations with task and contextual performance. Personnel Psychology, 64, 89–136.
19. Churchill, G.A. & Lacobucci, D. (2002). Marketing research: methodological foundations (8th ed.). Forth Worth: TX: Harcour.
20. Clogg, C. C., Petkova, E. & Haritou, A. (1995). Statistical methods for comparing regression coefficients between models. American Journal of Sociology, 100(5), 1261-1293.
21. Donavan, D. T. (1999). Antecedents and consequences of the contact empoloyees’ service orientation: From personality traits to service behaviors (doctoral thesis). Oklahoma State University, USA.
22. Donavan, D. T., Brown, T. J. & Mowen, J.C. (2004). Internal benefits of service-worker customer orientation: Job satisfaction, commitment, and organizational citizenship behaviors. Journal of Marketing, 68, 128–146.
23. Edwards, J. R., Caplan, R. D. & Harrison, R. V. (1998). Person-environment fit theory: Conceptual foundations, empirical evidence, and directions for future research. In C. L. Cooper (Ed.), Theories of organizational stress(pp. 28-67). Oxford, UK: Oxford University Press.
24. Ehrhart KH. (2006). Job characteristic beliefs and personality as antecedents of subjective person-job fit. Journal of Business and Psychology, 21, 193–226.
25. Eren, D. (2007). Örgütsel hizmet odaklılığın işletme performansı üzerindeki etkisi: Konaklama işletmelerinde bir uygulama (doktora tezi). Erciyes Üniversitesi Sosyal Bilimler Enstitüsü, Kayseri.
26. Frimpong K. (2014) Service orientation in delivery: Perspectives from employees, customers, and managers. Services Marketing Quarterly, 35(1), 54-67.
27. Grizzle, J.W., Zablah, A.R., Brown, T.J., Mowen, J.C. & Lee, J.M. (2009). Employee customer orientation in context: how the environment moderates the ınfluence of customer orientation on performance outcomes. Journal of Applied Psychology, 95(5), 1227–42.
28. Hair, J. F., Jr., Anderson, R. E., Tatham, R, L. & Black, W. C. (2009). Multivariate data analysis. (7th ed.). New Jersey: Prentice Hall.
29. Hair, J.F., Bush, R.P. & Ortinau, D.J. (2003) Marketing research: within a changing ınformation environment (2nd Ed). McGrawHill/Irwin Publishing, London.
30. Harman, H.H. (1967). Modern factor analysis (2th ed.). Chicago: University of Chicago.
31. Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
32. Hobfoll, S. (2002). Social and psychological resources and adaptation. Review of General Psychology, 6, 307-324.
33. Hogan, J., Hogan, R. & Busch, C. M. (1984). How to measure service orientation. Journal of Applied Psyhology, 69(1), 167-173.
34. Hogan, R. (2009). Kişilik ve kurumların kaderi. (Selen Y. Kölay, Çev.). İstanbul: Remzi Kitabevi.
35. Ickes, W., Snyder, M. & Garcia, S. (1997). Personality influences on the choice of situations. In R. Hogan, J. Johnson, & S. Briggs (Eds.), Handbook of personality psychology (pp. 166–198). San Diego: Academic Press.
36. Inceoglu, I. & Warr, P. (2012). Personality and job engagement. Journal of Personnel Psychology, 10, 177‐181.
37. Johnson, K. R. (2011). The relationships among organizational service orientation, customer service training, and employee engagement (doctoral dissertation). University of Minnesota, St. Paul, MN.
38. Judge, TA., Higgins CA., Thoresen CJ. & Barrick MR. (1999). The Big Five personality traits, general mental ability, and career success across the life span. Personnel Psychology, 52, 621–651.
39. Kahn, W. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33, 692-724.
40. Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (7. Baskı). Asil Yayıncılık: Ankara.
41. Karatepe, O. (2013). High-performance work practices and hotel employee performance: the mediation of work engagement. International Journal of Hospitality Management 32, 132–140.
42. Karatepe, O.M. & Aga, M. (2012). Work engagement as a mediator of the effects of personality traits on job outcomes: a study of frontline employees. Services Marketing Quarterly, 33(4), 343-362.
43. Karatepe, O.M., Karadas, G., Azar, A.K. & Naderiadib, N. (2013). Does work engagement mediate the effect of polychronicity on performance outcomes? A study in the hospitality industry in Northern Cyprus. J. Hum. Resour. Hosp. Tour. 12 (1), 52–70.
44. Karatepe, OM. & Olugbade, OA. (2009). The effects of job and personal resources on hotel employees’ work engagement. International Journal of Hospitality Management, 28, 504–512.
45. Kim, HJ., Shin, KH. & Swanger, N. (2009). Burnout and engagement: A comparative analysis using the Big Five personality dimensions. International Journal of Hospitality Management, 28, 96–104.
46. Kristof-Brown, A.L., Zimmerman, R.D. & Johnson, E.C. (2005). Consequences of Individual’s Fit at Work: A meta-analysis of person-job, person-organization, persongroup and person-supervisor fit. Personnel Psychology, 58, 281-342.
47. Kurtuluş , K. (2006). Pazarlama Araştırmaları (8. Baskı). Literatür Yayıncılık: İstanbul.
48. Kusluvan, S., Kusluvan, Z., Ilhan, İ. & Buyruk, L. (2010). The human dimension: A review of human resources management ıssues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51 (2), 171- 214.
49. Kuşluvan, S. & Eren, D. (2011). İşgörenlerin kişilik özelliği olarak hizmet verme yatkınlığı ve ölçümü: Bir literatür taraması. Anatolia: Turizm Araştırmaları Dergisi, 22(2), 139-153.
50. Kuşluvan, S., Başoda, A. & Kuşluvan, H. (2016). Konaklama İşletmelerinde Çalışanların Müşteri Odaklılığının İşgören Devrine Etkisi: İş Tatmininin Aracılık Rolü. Anatolia: Turizm Araştırmaları Dergisi, 27 (1),79-95.
51. Langelaan, S., Bakker, A. B., van Doornen, L. J. P. and Schaufeli, W. B. (2006). Burnout and work engagement: Do individual differences make a difference?. Personality and Individual Differences, 40(3), 521–532.
52. Lee, J. & Ok, C (2015). Drivers of work engagement: An examination of core self-evaluations and psychological climate among hotel employees. International Journal of Hospitality Management, 44, 84–98.
53. Leung, R. & Law, R. (2010). A review of personality research in the tourism and hospitality context. Journal of Travel and Tourism Marketing, 27, 439-459.
54. Liao, F.-Y., Yang, L.-Q., Wang, M., Drown, D. & Shi, J. (2013). Team–member exchange and work engagement: Does personality make a difference? Journal of Business and Psychology. 28(1), 63-7.
55. Licata, J.W., Mowen, J.C. Harris, E.G. & Brown, T.J. (2003). On the trait antecedents and outcomes of service worker job resourcefulness: A hierarchical model approach. Journal of the Academy of Marketing Science, 31 (3), 256–71.
56. Luthans, F. (2002). The need for and meaning of positive organizational behavior. Journal of Organizational Behavior, 23, 695 – 706
57. Macey, W. H. & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1, 3–30.
58. Macintosh, G. (2007). Customer orientation, relationships quality, and relational benefits to the firm. Journal of Services Marketing, 21(3),150-159.
59. Maslach, C., Schaufeli, W. B. & Leiter, M. P. (2001). Job burnout. Annual Review of Psychology, 52, 397–422.
60. Mischel, W. & Shoda, Y. A. (1995). Cognitive–affective system theory of personality: Reconceptualizing situations, dispositions, dynamics, and invariance in personality structure. Psychological Review, 102, 246–268.
61. Mowen, J. C. & Spears, N. (1999). Understanding compulsive buying among collage students: A hierarchical approach. Journal of Consumer Pshychology, 8 (4), 407-430.
62. Mowen, J.C. (2000), The 3M Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior. Kluwer Academic Publishers, Boston, MA.
63. McCrae, R.R. & Costa, P.T. (1990). Personality in adulthood. NewYork: Guilford.
64. Nakip, M. (2013). Pazarlamada Araştırma Teknikleri (3.Baskı). Seçkin Yayıncılık: Ankara Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri (SPSS Uygulamalı) (7.Baskı). Sakarya Yayıncılık: Sakarya.
65. Nancarrow, C. & Brace, I. (2000). Saying the "right thing": coping with social desirability bias in marketing research. Bristol Business School Teaching and Research Review, 3.
66. Ongore O. (2014). A study of relationship between personality traits and job engagement. Procedia-Social and Behavioral Sciences, 141, 1315–1319.
67. Organ, D. W. (1994). Personality and organizational citizenship behavior. Journal of Management, 20, 465– 478.
68. Pedhazur, E. J. (1997). Multiple regression in behavioral research (3th ed.). Orlando, FL: Harcourt Brace.
69. Pimpakorn, N. & Patterson, P.G. (2010). Customer-oriented behaviour of front-line service employees: The need to be both willing and able. Australasian Marketing Journal 18(2), 57–65.
70. Popli, S. & Rizvi, I.A. (2015). Exploring the relationship between service orientation, employee engagement and perceived leadership style: a study of managers in the private service sector organizations in India. Journal of Services Marketing, 29(1), 59 – 70.
71. Riordan, C. M. & Shore, L. M. (1997). Demographic diversity and employee attitudes: An empirical examination of relational demography within work units. Journal of Applied Psychology, 82, 342–358.
72. Rurkkhum, S. (2012). The relationship between leadership behaviors and front-line service employees’ customer orientation in the Thai hotel industry. Asian Journal of Management Research, 3(1), 232-252.
73. Saks, A.M. & Gruman, J.A. (2014). What do we really know about employee engagement?. Human Resource Development Quarterly, 25(2),155-182.
74. Schaufeli, W. B., Bakker, A. B. & Salanova, M. (2006). The measurement of work engagement with a short questionnaire: A cross-national study. Educational and Psychological Measurement, 66, 701–716.
75. Schaufeli, W.B. (2013). What is engagement?. In C. Truss, K. Alfes, R. Delbridge, A. Shantz, & E. Soane (Eds.), Employee Engagement in Theory and Practice. London: Routledge
76. Schaufeli, W.B., Salanova, M., Gonzalez-Roma, V. & Bakker, A.B. (2002). The measurement of engagement and burnout: a two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3, 71-92.
77. Seligman, M. E. P. (1999). The president’s address. American Psychologist, 54, 559–562.
78. Smith, M.R., Rasmussen, J.L., Mills, M.J., Wefald, A.J. & Downey, R.G. (2012). Stress and performance: Do service orientation and emotional energy moderate the relationship? Journal of Occupational Health Psychology, 17, 116–128.
79. Sperder, A.D. (2004). Translation and validation of study instruments for cross-cultural research. Gastroenterology, 126, 124-128.
80. Stöber, J. (2001). The Social Desirability Scale-17 (SDS-17). European Journal of Psychological Assessment, 17(3), 222–232.
81. Tabachnick, B. & Fidell, L. (2007). Multivariate analysis of variance and covariance. In S. Hartman (Ed.), Using multivariate statistics (4th edn., pp. 243–310). Boston, MA: Allyn & Bacon.
82. Thomas, E.A. (2011). Personality characteristics and behavioral outcomes associated with engagement in work-related roles (doctoral thesis). Faculty of the Marshall Goldsmith School of Management Alliant International University.
83. Tsui, A. S. & Gutek, B. A. 1999. Demographic differences in organizations: Current research and future directions. Lanham, MD: Lexington Books.
84. UCLA: Statistical Consulting Group. (2016). How can I compare regression coefficients across three (or more) groups?. From http://www.ats.ucla.edu/stat/spss/faq/compreg3.htm May 2016.
85. Ünüvar, Ş. & Başoda, A. (2012). Algılanan hizmet verme yatkınlığının müşteri memnuniyeti üzerindeki etkisi: Konaklama işletmelerinde bir araştırma. Seyahat ve Otel İşletmeciliği Dergisi, 9(1), 46-64.
86. Van de Vijver, F. & Hambleton, R. (1996). Translating tests: Somer practical guidelines. European Psychologist, 1(2), 89-99.
87. Wefald A. (2008). An examination of job engagement, transformational leadership, and related psychological constructs (doctoral dissertation), Kansas State University, Manhattan, Kansas
88. Wilk, S. L., Desmarais, L. B. & Sackett, P. R. (1995). Gravitation to jobs commensurate with ability: Longitudinal and cross-sectional tests. Journal of Applied Psychology, 80, 79–85.
89. Wolfe, W.G. (1999). Customer orientation and customer satisfaction: A dyadic analysis of buyer-seller relationships (doctoral thesis). Arızona State Unıversity, USA
90. Woods, S. A. & Sofat, J. A. (2013). Personality and engagement at work: the mediating role of psychological meaningfulness. Journal of Applied Social Psychology, 43(11), 2203-2210.
91. Xanthopoulou, D., Bakker, A. B., Demerouti, E. & Schaufeli, W. B. (2007). The role of personal resources in the job demands-resources model. International Journal of Stress Management, 14, 121–141.
92. Yoo, J. J.-E., Kim, T. T. & Lee, G. (2015). When customers complain: The value of customer orientation in service recovery. Cornell Hospitality Quarterly,56(4),1–16.
93. Yoo, J.J. & Arnold, T.J. (2014). Customer orientation, engagement, and developing positive emotional labor. The Service Industries Journal, 34(16), 1272-1288.
94. Zigarmi, D., Nimon, K., Houson, D., Witt, D. & Diehl, J. (2009). Beyond engagement: Toward a framework and operational definition for employee work passion. Human Resource Development Review, 8, 300-326.