İçsel Pazarlama ve Örgütsel Vatandaşlık Davranışı Arasındaki İlişki: Spor Örgütlerinde Bir Uygulama

Yıl 2024, Cilt: 5 Sayı: 1, 33 - 45, 30.04.2024

Süleymen Murat Yıldız

Öz

Bu çalışma içsel pazarlama ile örgütsel vatandaşlık davranışı arasındaki ilişkiyi spor örgütleri bağlamında incelemeyi amaçlamıştır. Veriler Türkiye'nin batı bölgesinde spor hizmeti veren kamu kurumları çalışanlarından elde edilmiştir. Veri toplama aracı olarak Yıldız ve Kara (2017) tarafından geliştirilen içsel pazarlama ölçeği ve Bolat ve diğerleri (2009) tarafından derlenen örgütsel vatandaşlık davranışı ölçeği kullanılmıştır. Araştırma hipotezlerini test etmek için hiyerarşik regresyon analizi kullanılmıştır. Analiz sonuçları içsel pazarlamanın örgütsel vatandaşlık davranışı üzerinde anlamlı ve olumlu bir etkiye sahip olduğunu göstermiştir (β=0,239; p<0,05). Ayrıca içsel pazarlamanın örgütsel vatandaşlık davranışının yalnızca vicdanlılık, centilmenlik ve sivil erdem alt boyutlarını anlamlı ve pozitif yönde etkilediği görülmüştür.

Anahtar Kelimeler

İçsel Pazarlama, Örgütsel Vatandaşlık Davranışı, Spor Örgütleri, Çalışanlar

Kaynakça

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