The Effect Social Capital on Organizational Performance of Accomodation Sector: The Mediating and Moderating Role of Competition Strategies

Year 2018, , 334 - 349, 31.01.2018

Yunus Topsakal

https://doi.org/10.21547/jss.337950

Abstract

The social capital is one of the factors affecting the
organizational performance and has been a remarkable research topic, because
the studies conducted on social capital in such as automotive, hospital, hotel
and safety sector is revealed that the high social capital lead high
organizational performance. However, there are various mediating and moderating
variables in the effect of social capital on organizational performance. One of
these variables is competition strategies. Because appropriate competition
strategies such as marketing, human resources and technology usage can increase
the social capital of the firms. However, there are a limited number of studies
dealing with the role of mediating and moderating variables in the effect of
social capital on organizational performance. Therefore, the purpose of the
study is to determine whether competition strategies have a mediating and
moderating role in the in the effect of social capital on organizational
performance in hotels. For this purpose, a questionnaire was employed to the
five-star hotels operating in the Antalya destination. According to the results
of the hierarchical regression analysis, competition strategies have a
mediating and moderating role in the effect of social capital on organizational
performance.

Keywords

Social Capital, Organizational Performance, Competition Strategies, Hotel Sector

Konaklama İşletmelerinde Sosyal Sermayenin Örgütsel Performansa Etkisinde Rekabet Stratejilerinin Aracı Rolü

Abstract

İşletmelerin örgüt performansını etkiyen unsurlardan biri
olan sosyal sermaye konusu günümüzde dikkat çeken bir araştırma konusu
olmuştur. Çünkü sosyal sermayeyi konu alan ve otomotiv, hastane, otel ve
emniyet gibi sektörlerde yapılan çalışmalar sosyal sermayesi yüksek olan
işletmelerin örgütsel performansının da yüksek olduğunu ortaya çıkarmıştır.
Ancak sosyal sermayenin örgütsel performansa etkisinde çeşitli aracı
değişkenlerin rolü bulunmaktadır. Bu değişkenlerden biri rekabet stratejileridir.
Doğru seçilen ve uygulanan pazar alanları, insan kaynakları ve teknoloji
kullanımı gibi rekabet stratejileri işletmelerin sosyal sermayesini
arttırabilmektedir. Buna rağmen sosyal sermayenin örgütsel performansa
etkisinde aracı değişkenlerin rollerini ele alan kısıtlı sayıda çalışma
mevcuttur. Bundan dolayı çalışmanın amacı rekabetin yoğun olduğu bir sektör
olan otel işletmelerinde sosyal sermayenin örgütsel performansa etkisinde
rekabet stratejilerinin aracı rolü olup olmadığını belirlemektir. Bu amaçla
Antalya destinasyonunda faaliyet gösteren beş yıldızlı otel işletmelerine anket
uygulanmıştır. Hiyerarşik regresyon analizi sonuçlarına göre sosyal sermayenin
örgütsel performansa etkisinde rekabet stratejilerinin aracı rolü
bulunmaktadır.

Keywords

Sosyal Sermaye, Örgütsel Performans, Rekabet Stratejileri, Otel Sektörü

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