WHICH ORGANIZATIONAL CULTURE SUPPORTS THE MARKET ORIENTATION MORE IN THE HOTEL BUSINESSES?

Year 2018, Volume: 16 Issue: 3, 139 - 161, 30.09.2018

Yusuf Bilgin

https://doi.org/10.11611/yead.378145

Abstract

The aim of this study is to examine that which organization culture supports more market orientation in hotel businesses. A quantitative research method was used in the research and the research data were obtained through face-to-face surveys of 355 personnel that were working in twenty of 5-star hotels operating in Turkey by using convenience sampling method. Obtained data were analyzed by using Structural Equation Modeling (SEM). As a result of the analysis, it has been determined that the organizational culture has a significant influence on the market orientation in the hotel enterprises.Findings show that culture type which supports customer orientation most is culture of adhocracy however, competitor orientation and interfunctional coordination are the most supported by the market culture in the hotels. It has also been found that adhocracy culture supports competitor orientation and interfunctional coordination more than hierarchy and clan culture.Finally, the results of the analysis show that hierarchical culture has no significant effect on customer orientation and competitor orientation, and it affects the interfunctional coordination negatively

Keywords

Market Orientation, Organizational Culture, Hotel Businesses

OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?

Abstract

Bu araştırmanın amacı, otel işletmelerinde hangi
örgüt kültürünün pazar yönlülüğü daha fazla desteklediğini incelemektir. Araştırmada
nicel araştırma yöntem kullanılmış ve araştırma verileri, kolayda örnekleme
yöntemiyle beş yıldızlı 20 otel işletmesinde görev yapan 355 personelden yüz
yüze anketler yoluyla elde edilmiştir. Elde edilen veriler, yapısal eşitlik
modellemesi (YEM) ile analiz edilmiştir. Analiz sonucunda, otel işletmelerinde
örgüt kültürünün pazar yönlülük üzerinde anlamlı bir etkisinin olduğu
belirlenmiştir. Elde edilen bulgular, otel işletmelerinde müşteri yönlülüğü en
fazla destekleyen kültür tipinin adhokrasi kültürü olduğunu, rakip yönlülüğü ve
fonksiyonlar arası koordinasyonu en fazla destekleyen kültür tipinin ise pazar
kültürü olduğunu göstermektedir. Ayrıca, adhokrasi kültürünün rakip yönlülüğü
ve fonksiyonlar arası koordinasyonu hiyerarşi ve klan kültüründen daha fazla
desteklediği tespit edilmiştir. Son olarak, analiz sonuçları hiyerarşi
kültürünün müşteri yönlülük ve rakip yönlülük üzerinde anlamlı bir etkisinin
olmadığını, fonksiyonlar arası koordinasyonu ise negatif yönlü etkilediğini
göstermektedir. 

Keywords

pazar yönlülük, örgüt kültürü, otel işletmeleri

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