SOSYAL MÜBADELENİN İÇSEL PAZARLAMA VE İŞ PERFORMANSI ARASINDAKİ ARACILIK ETKİSİ

Year 2017, Volume: 19 Issue: 1, 105 - 118, 07.07.2017

Süleyman Murat Yıldız

https://doi.org/10.16953/deusbed.85146

Cited By: 4

Abstract

Bu çalışmada sosyal mübadelenin içsel pazarlama ve iş performansı arasındaki aracılık etkisi incelenmiştir. Veriler yükseköğretim kurumlarında görev yapan öğretim elemanlarından elde edilmiştir. Veri toplama aracı olarak içsel pazarlama için Yıldız ve Kara’nın (2015), sosyal mübadele için Shore vd.’nin (2006) ve iş performansı için Sigler ve Pearson’un (2000) geliştirdiği ölçekler kullanılmıştır. Araştırma hipotezlerini test etmek amacıyla korelasyon analizi ile regresyon analizi uygulanmıştır. Elde edilen bulgular sosyal mübadelenin içsel pazarlama ve iş performansı arasında tam aracılık etkisinin olduğunu göstermiştir.

Anahtar Kelimeler: Sosyal Mübadele, İçsel Pazarlama, İş Performansı.

THE MEDIATING EFFECT OF SOCIAL EXCHANGE BETWEEN INTERNAL MARKETING AND JOB PERFORMANCE

Abstract

In this study, the mediating effect of social exchange between internal marketing and job performance was investigated. The data were obtained from the academic staff in higher educational institutions. IM-11 Scale developed by Yildiz and Kara (2015) was used to measure internal marketing,social exchange scale developed by Shore et al. (2006) was used to measure social exchange, and job performance scale developed by Sigler and Pearson (2000) was used to measure job performance.  In order to test the hypothesis of this study, correlation analyzes and regression analyzes were applied. The findings of the study demonstrated that the effects of internal marketing on job performance were fully mediated by social exchange.

Key Words: Social Exchange, Internal Marketing, Job Performance.

References

• Ahmed, P.K., Rafiq, M. ve Saad, N.M. (2003). Internal marketing and the mediating role of organisational competencies. European Journal of Marketing, 37(9): 1221-1241.
• Bak, C.A., Vogt, L.H., George, W.R. ve Greentree, I.R. (1994). Management by team: An innovative tool for running a service organization through internal marketing. Journal of Services Marketing, 8(1): 37-47.
• Barnes, B.R., Fox, M.T. ve Morris, D.S. (2004). Exploring the linkage between internal marketing, relationship marketing and service quality: A case study of a consulting organization. Total Quality Management and Business Excellence, 15(5/6): 593-601.
• Baron, R.M. ve Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
• Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3: 33-40.
• Berry, L., Parasuraman, A. (1992). Services marketing starts from within. Marketing Management, Winter: 25-34.
• Berry, L.L. (2002). Relationship marketing of services: Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1): 59-70.
• Blau, P.M. (1964). Exchange and power in social life. NY: Wiley.
• Blumberg, M. ve Pringle, C.D. (1982). The missing opportunity in organizational research: Some implicational for a theory of work performance. Academy of Managerial Review, 7(4): 560-569.
• Bolat, O.İ., Bolat, T. ve Seymen, O.A. (2009). Güçlendirici liderlik davranışları ve örgütsel vatandaşlık davranışı arasındaki ilişkilerin sosyal mübadele kuramından hareketle incelenmesi. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 12(21): 215-239.
• Borman, W.C. ve Motowidlo, S.J. (1997). Task performance and contextual performance: The meaning for personnel selection research. Human Performance, 10(2): 99-109.
• Bouranta, N., Mavridoglou, G. ve Kyriazopoulos, P. (2005). The impact of internal marketing to market orientation concept and their effects to bank performance. Operational Research: An International Journal. 5(2): 349-362.
• Candan, B. ve Çekmecelioğlu, H.G. (2009). İçsel pazarlama faaliyetlerinin örgütsel bağlılık unsurları açısından değerlendirilmesi: Bir araştırma. Yönetim, 20(63): 41-58.
• Cropanzano, R. ve Mitchell, M.S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6): 874-900.
• Ewing, M.T. ve Caruana, A. (1999). An internal marketing approach to public sector management: The marketing and human resources interface. The International Journal of Public Sector Management, 12(1): 17-26.
• Ferdous, A.S. ve Polonsky, M. (2014). The impact of frontline employees’ perceptions of internal marketing on employee outcomes. Journal of Strategic Marketing, 22(4): 300-315.
• Flipo, J.P. (1986). Service firms: Interdependence of external and internal marketing strategies. European Journal of Marketing, 20(8): 5-14.
• Foreman, S. ve Money, A. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8): 755-768.
• Galpin, T.J. (1997). Theory in action: Making strategy work. Journal of Business Strategy, 18(1): 12-15.
• Gouldner, A.W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2): 161-178.
• Gounaris, S.P. (2006). Internal-market orientation and its measurement. Journal of Business Research, 59(4): 432-448.
• Joseph, W.B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1): 54-59.
• Karasar, N. (2005). Bilimsel araştırma yöntemleri. 15. Baskı, Ankara: Nobel Yayınevi.
• Kaya, S. ve Akyüz, A.M. (2015). An investigation for determining the effect of human resources applications on customer satisfaction based on internal marketing. Turkish Studies, 10(2): 130.
• Lambe, C.J., Wittmann, C.M. ve Spekman, R.E. (2001). Social exchange theory and research on business-to-business relational exchange. Journal of Business-to-Business Marketing, 8(3): 1-36.
• Lings, I.N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4): 405-413.
• Molm, L.D. (1997). Coercive power in social exchange. Cambridge University Press, Cambridge.
• Öztürk, A. (2007). Hizmet Pazarlaması. 7. Basım, Eskişehir: Ekin Basım Yayın Dağıtım.
• Rafiq, M. ve Ahmed, P.K. (1993). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3): 219-232.
• Rafiq, M. ve Ahmed, P.K. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14(6): 449-462.
• Schermerhorn, J.R., Osborn, R.N., Uhl-Bien, M. ve Hunt, J.G. (2012). Organizational behavior (12th Edition). Hoboken, NJ: John Wiley & Sons Inc.
• Shore, L.M., Tetrick, L.E., Lynch, P. ve Barksdale, K. (2006). Social and economic exchange: Construct development and validation. Journal of Applied Social Psychology, 36(4): 837-867.
• Siddiqui, M.H. (2008). Philosophical and sociological foundations of education. APH Publishing Corporation, New Delhi.
• Sigler, T.H. ve Pearson, C.M. (2000). Creating an empowering culture: Examining the relationship between organizational culture and perceptions of empowerment. Journal of Quality Management, 5: 27-52.
• Wayne, S.J., Shore, L.M. ve Liden, R.C. (1997). Perceived organizational support and leader-member exchange: A social exchange perspective. Academy of Management Journal, 40(1): 82-111.
• Yıldız, S.M. (2014). İçsel pazarlamanın iş tatmini ve işten ayrılma niyeti üzerindeki rolü: Spor ve fiziksel etkinlik işletmeleri üzerine ampirik bir inceleme. Ege Akademik Bakış: Ekonomi, İşletme, Uluslararası İlişkiler ve Siyaset Bilimi Dergisi, 14(1): 137-146.
• Yıldız, S.M. (2015). Lider-üye etkileşimi, işyerinde mobbing ve mesleki tükenmişlik ilişkisi. Ankara: Detay Yayınevi.
• Yıldız, S.M. ve Kara, A. (2015). IM-11 Scale: An Instrument for Measuring Internal Marketing. International Academic Conference, 6-9 September, Prague, Czech Republic.
• Yıldız, S.M. (2016a). The effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. Universal Journal of Educational Research, 4(5): 1122-1128.
• Yıldız, S.M. (2016b). The effect of internal marketing on work engagement of academic staff in higher educational institutions. International Journal of Educational Sciences, 13(2): 152-158.