İÇSEL PAZARLAMANIN GEMİ ACENTELERİNİN İŞ TATMİNİ ÜZERİNDEKİ ETKİSİ: NİCEL BİR ARAŞTIRMA

Yıl 2017, Cilt: 9 Sayı: 1, 25 - 54, 25.06.2017

Esra Baran , Gamze Arabelen

https://doi.org/10.18613/deudfd.321567

Cited By: 1

Öz

İçsel pazarlama kavramı bütünsel pazarlamanın ve
hizmet pazarlaması üçgeninin önemli bir parçasıdır ve çalışanları iç müşteri
olarak görerek, onların istek ve ihtiyaçlarının tatmin edilmesi gerektiğini
savunur. Bu araştırmanın temel amacı, içsel pazarlama faaliyetlerinin
çalışanların iş tatmini üzerindeki etkisini araştırmaktır. Çalışmanın amacına
ulaşmak için, bir nicel araştırma yöntemi olarak, anket yöntemi kullanılmıştır.
Toplam 157 anket İzmir'deki konteyner hat gemi acentelerinin ofis çalışanlarına
uygulanmıştır. 143 adet kullanılabilir anket toplanmış ve veriler SPSS 20.0
yazılım programı ile analiz edilmiştir. İçsel pazarlamanın iş tatmini
üzerindeki etkisini incelemek için regresyon analizi kullanılmıştır.
Araştırmanın bulguları, içsel pazarlamanın (gelişim, vizyon ve iletişim, ve
ödüllendirme sistemi) İzmir'deki konteyner hat gemi acenteleri ofis çalışanlarının
iş tatminleri üzerinde pozitif bir etkiye sahip olduğunu ortaya koymuştur. Sonuç
olarak bu araştırma, konuyla ilgili yazına katkıda bulunup aynı zamanda içsel
pazarlama faaliyetleri ve çalışanların iş tatmini açısından konteyner hat gemi
acentesi yöneticilerine katkı sağlamaktadır

Anahtar Kelimeler

İzmir, Hizmet pazarlaması, içsel pazarlama, iş tatmini, gemi acentesi, İzmir

THE EFFECTS OF INTERNAL MARKETING ON SHIP AGENTS’ JOB SATISFACTION: A QUANTITATIVE RESEARCH

Öz

The internal marketing concept is an important part of
holistic marketing and services marketing triangle, and it argues that the
needs and wants of employees must be satisfied by viewing them as internal
customers. The main purpose of this research is to investigate the effects of
internal marketing activities on employees’ job satisfaction. In order to reach
the aim of the study, as a quantitative research method, the survey method was
used. A total of 157 questionnaires were conducted through office employees of container
line ship agents in İzmir. 143 usable responses were collected and data were
analyzed by SPSS 20.0 software program. Regression analysis was used to examine
the effects of internal marketing on job satisfaction. The research findings
revealed that the internal marketing (development, vision and communication,
and reward system) has a positive effect on job satisfaction of the office
employees of container line ship agents in İzmir. Consequently, this research contributes
to the related literature and also to container line agents’ managers in terms
of internal marketing activities and employees’ job satisfaction.

Anahtar Kelimeler

Services marketing, internal marketing, job satisfaction, ship agent, İzmir

Kaynakça

• Ahmad, A. E. M. K. and Al-Borie, H. M. (2012). Impact of internal marketing on job satisfaction and organizational commitment: A study of teaching hospitals in Saudi Arabia. Business and Management Research, 1(3), 82-94.
• Ahmed, P. K. and Rafiq, M. (2002). Internal Marketing: Tools and Concepts for Customer-focused Management. New York: Routledge.
• Ahmed, P. K. and Rafiq, M. (2003). Internal marketing issues and challenges. European Journal of Marketing, 37(9), 1177-1186.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
• Anosike, P. U. and Ahmed, P. (2006). Internal marketing: Perceptions from Theory and Practice. Working paper series WP005/06, University of Wolverhampton.
• Arnett, D. B., Laverie, D. A. and McLane, C. (2002). Using job satisfaction and pride as internal-marketing tools. The Cornell Hotel and Restaurant Administration Quarterly, 43(2), 87-96.
• Atlay Işık, D. (2011). Yat Turizminde Holistik Pazarlama ve Türkiye için Farklılaştırma Stratejileri. İzmir: Dokuz Eylül Üniversitesi Yayınları.
• Atlay Işık, D. and Altunoğlu, A. E. (2016a). İçsel pazarlamanın örgütsel sinizm ve örgütsel bağlılığa etkisi üzerine bir araştırma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 273-290.
• Atlay Işık, D. and Altunoğlu, A. E. (2016b). The effects of internal marketing on some job attitudes: A study in private hospitals in Turkey. Journal of Business Research-Türk, 8(2), 1-17.
• Atlay Işık, D. and Cerı̇t, A. G. (2015). Hizmet işletmelerinde hizmet kültürünün oluşturulmasında içsel pazarlamanın rolü: Kruvaziyer turizmden bir örnek olay. Niğde Üniversitesi İ.İ.B.F. Dergisi, 8(2), 61-77. Ballantyne, D. (2000). The Strengths and Weaknesses of Internal Marketing, in R.J. Varey and B.R. Lewis (Eds.), Internal Marketing: Directions for Management, pp. 43-60. London: Routledge.
• Ballantyne, D., Christopher, M. and Payne, A. (1995). Improving the quality of services marketing: Service (re) design is the critical link. Journal of Marketing Management, 11(1-3), 7-24.
• Baron, S. and Harris, K. (2003). Services Marketing: Text and Cases. China: Palgrave Macmillan.
• Barzoki, A. S. and Ghujali, T. (2013). Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behavior. International Journal of Academic Research in Business and Social Sciences, 3(3), 33-49.
• Başaran, Ü., Büyükyılmaz, O. and Çevik, E. İ. (2011). İçsel pazarlamanın algılanan hizmet kalitesi üzerindeki etkisinde iş tatmininin aracılık rolü. İşletme Fakültesi Dergisi, 12(2), 201-225.
• Baycan, A. (1985). An analysis of the several aspects of job satisfaction between different occupational groups, Unpublished Master Thesis, Boğaziçi Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
• Berry, L. L. (1981). The employee as customer. Journal of Retail Banking, 3(1), 33-40.
• Caruana, A. and Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of Bank Marketing, 16(3), 108-116.
• Catalin, M. C., Andreea, P. and Adina, C. (2014). A holistic approach on internal marketing implementation. Business Management Dynamics, 3(11), 9-17.
• Chang, C. S. and Chang, H. C. (2009). Perceptions of internal marketing and organizational commitment by nurses. Journal of advanced nursing, 65(1), 92-100.
• Chang, C. S. and Chang, H. H. (2007). Effects of internal marketing on nurse job satisfaction and organizational commitment: Example of medical centers in Southern Taiwan. Journal of Nursing Research, 15(4), 265-274.
• Chen, S. Y., Wu, W. C., Chang, C. S. and Lin, C. T. (2015). Job rotation and internal marketing for increased job satisfaction and organisational commitment in hospital nursing staff. Journal of Nursing Management, 23(3), 297-306.
• Chiu, W., Cho, N. H. and Won, D. (2014). The effects of internal marketing on job satisfaction and organizational commitment in Taipei sports centers. Journal of Global Scholars of Marketing Science, 24(2), 206-222.
• Dahl, A. J. and Peltier, J. W. (2014). Internal marketing and employee satisfaction and loyalty: Cross-cultural scale validation in context of US and German nurses. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 27, 43-53.
• De Bruin-Reynolds, L., Roberts-Lombard, M. and de Meyer, C. (2015). The traditional internal marketing mix and its perceived influence on graduate employee satisfaction in an emerging economy. Journal of Global Business and Technology, 11(1), 24-38.
• Demir, H., Usta, R. and Okan, T. (2008). İçsel pazarlamanın örgütsel bağlılık ve iş tatminine etkisi. Hacettepe Üniversitesi İİBF Dergisi, 26(2), 135-161.
• Deveci, D.A and Çetin, İ.B. (2013). Gemi Acenteleri ve Forvarder İşletmeleri: İşlevler ve Hizmetler. A. G. Cerit, D.A. Deveci ve S. Esmer (Ed.), Denizcilik Işletmeleri Yönetimi, pp. 471-501. İstanbul: Beta Yayınları.
• Dunmore, M. (2005). Inside-out Marketing. London: Kogan Page Publishers.
• Dunne, P. A. and Barnes, J. G. (2000). Internal Marketing: A Relationships and Value Creation View, in R.J. Varey and B.R. Lewis (Eds.), Internal Marketing: Directions for Management, pp. 192-220. London: Routledge.
• Foreman, S. K. and Money, A. H. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768.
• Fu, Y. K. (2013). The influence of internal marketing by airlines on customer-oriented behavior: A test of the mediating effect of emotional labor. Journal of Air Transport Management, 32, 49-57.
• Gilmore, A. (2000). Managerial Interactions of Internal Marketing, in R.J. Varey and B.R. Lewis (Ed.), Internal Marketing: Directions for Management, pp. 75-92. London: Routledge.
• Gilmore, A. (2003). Services Marketing and Management. London: Sage.
• Gounaris, S. (2008). The notion of internal market orientation and employee job satisfaction: some preliminary evidence. Journal of Services Marketing, 22(1), 68-90.
• Greene, W. E., Walls, G. D. and Schrest, L. J. (1994). Internal marketing: The key to external marketing success. Journal of Services marketing, 8(4), 5-13.
• Gronroos, C. (1981). Internal Marketing - An Integral Part of Marketing Theory, in J.H. Donelly and W.R. George (Eds.), Marketing of Services, pp.236-238. American Marketing Association Proceedings Series.
• Gronroos, C. (1990). Service Management and Marketing: Managing the Moments of Truth in Service Competition. Lexington, MA: Lexington Books.
• Gummesson, E. (2000). Internal Marketing in the Light of Relationship Marketing and Network Organizations, in R.J. Varey and B.R. Lewis (Eds.), Internal Marketing: Directions for Management, pp. 27-42. London: Routledge.
• Hancer, M., and George, R. T. (2003). Job satisfaction of restaurant employees: An empirical investigation using the Minnesota Satisfaction Questionnaire. Journal of Hospitality & Tourism Research, 27(1), 85-100.
• Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. and Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174.
• Hirschfeld, R. R. (2000). Does revising the intrinsic and extrinsic subscales of the Minnesota Satisfaction Questionnaire short form make a difference? Educational and Psychological Measurement, 60(2), 255-270.
• Huang, M. and Chen, M. Y. (2013). Internal marketing, customer orientation, and organizational commitment: Moderating effects of work status. Psychological Reports, 113(1), 180-198.
• Hung, C. L. (2012). Internal marketing, teacher job satisfaction, and effectiveness of central Taiwan primary schools. Social Behavior and Personality: An International Journal, 40(9), 1435-1450.
• Hwang, I.S. and Chi, D.J. (2005). Relationships among internal marketing, employee job satisfaction and international hotel performance: An empirical study. International Journal of Management, 22(2), 285-293.
• Iliopoulos, E. and Priporas, C. V. (2011). The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research, 11(1), 261.
• Joseph, W. B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1), 54-59.
• Kameswari, A. V. and Rajyalakshmi, N. (2012). Role of internal marketing in job satisfaction of employees in state bank of India. In Ninth AIMS International Conference on Management, 2(7), 47-55.
• Kim, M., Knutson, B. J. and Han, J. (2015). Understanding employee delight and voice from the internal marketing perspective. Journal of Hospitality Marketing & Management, 24(3), 260-286.
• Kothari, C. R. (2004). Research Methodology: Methods and Techniques. New Delhi: New Age International.
• Kotler, P. (1997). Marketing Management – Analysis, Planning, Implementation and Control. Upper Saddle River, NJ: Prentice Hall.
• Kotler, P. and Keller, K.L. (2011). Marketing Management. England: Pearson Education. Köroğlu, Ö. (2012). İçsel ve dışsal iş doyum düzeyleri ile genel iş doyum düzeyi arasındaki ilişkinin belirlenmesi: Turist rehberleri üzerinde bir Araştırma. Doğuş Üniversitesi Dergisi, 13(2), 275-289.
• Lings, I. N and Greenley, G. E. (2005). Measuring internal market orientation. Journal of Service Research, 7(3), 290-305.
• Locke, E. A (1976). The Nature and Causes of Job Satisfaction, in M.D. Dunnette (Ed.), Handbook of Industrial and Organisation Psychology, pp. 1297-1343. Chicago: Rand Mc Nally.
• Longbottom D., Osseo-Asare A.E., Chourides P. and Murphy W.D. (2006). Real quality: does the future of TQM depend on internal marketing? Total Quality Management & Business Excellence, 17(6), 709–732.
• Mishra, S. (2010). Internal marketing-A tool to harness employees’ power in service organizations in India. International Journal of Business and Management, 5(1), 185-193.
• Nunnally, J. (1978). Psychometric Theory. New York: McGraw-Hill.
• Ogunnaike, O. O., Oyeniyi, O., and Adeniji, A. A. (2012). Internal marketing practices and job satisfaction: Evidence from a Nigerian university setting. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 3(3), 18-30.
• Omar Salem, K.M. (2013). The relationship between internal marketing orientation and employee job satisfaction in public sector. International Journal of Learning and Development, 3(5), 111-120.
• Owusu-Frimpong, N. and Martins, A. (2010). Adoption and implementation of internal marketing systems by Ghanaian small-and medium-sized enterprises. Journal of African Business, 11(1), 26-48.
• Pantouvakis, A. (2012). Internal marketing and the moderating role of employees: An exploratory study. Total Quality Management & Business Excellence, 23(2), 177-195.
• Poor, E. R., Akhlaq, E. M. and Akhavan, M. R. (2013). Evaluate the effect of internal marketing on employees behavior. International Journal of Research and Reviews in Applied Sciences, 16(1), 134-146.
• Rafiq, M. and Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462.
• Ruizalba, J. L., Bermúdez-González, G., Rodríguez-Molina, M. A. and Blanca, M. J. (2014). Internal market orientation: An empirical research in hotel sector. International Journal of Hospitality Management, 38, 11-19.
• Schriesheim, C.A., Powers, K. J., Scandura, T. A., Gardiner, C. C. and Lankau, M. J. (1993). Improving construct measurement in management research: Comments and a quantitative approach for assessing the theoretical content adequacy of paper-and-pencil survey-type instruments. Journal of Management, 19(2), 385-417.
• Shabbir, M. J. and Salaria, R. A. (2014). Impact of internal marketing on employee job satisfaction: An investigation of higher education institutes of Pakistan. Journal of Marketing Management, 2(2), 239-253.
• Shiu, Y. M. and Yu, T. W. (2010). Internal marketing, organisational culture, job satisfaction, and organisational performance in non-life insurance. The Service Industries Journal, 30(6), 793-809.
• Sihombing, S. O. and Gustam, M. (2007). The effect of internal marketing on job satisfaction and organizational commitment: An empirical study in a university setting. In: 1st PPM National Conference on Management Research. Indonesia.
• Sinčić, D. and Pološki Vokić, N. (2007). Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy. EFZG Working Paper Series, 12, 1-13.
• Smith, P. C. (1974). The Development of a Method of Measuring Job Satisfaction: The Cornell Studies, in E.A. Fleishman and A.R. Bass (Eds.), Studies in Personnel and Industrial Psychology, pp. 272-279. Homewood, IL: Dorsey.
• Spector, P. E. (1997). Job Satisfaction: Applications, Assessment, Causes and Consequences. Thousand Oaks, CA: Sage.
• Strydom, J. (2005). Introduction to Marketing. Cape Town: Juta and Company Ltd.
• Tag-Eldeen, A. and El-Said, O. A. (2011). Implementation of internal marketing on a sample of Egyptian five-star hotels. Anatolia, 22(2), 153-167.
• Tanhaei, M. H., Isfahani, A. N. and Ahmadabadi, M. N. (2013). Investigating the effect of internal marketing on employee happiness in University of Isfahan. International Journal of Academic Research in Business and Social Sciences, 9(3), 339-350.
• Ting, S. C. (2011). The effect of internal marketing on organizational commitment: Job involvement and job satisfaction as mediators. Educational Administration Quarterly, 47(2), 353-382.
• Tortosa-Edo, V., Sánchez-García, J. and Moliner-Tena, M. A. (2010). Internal market orientation and its influence on the satisfaction of contact personnel. The Service Industries Journal, 30(8), 1279-1297.
• Tsai, Y. and Tang, T. W. (2008). How to improve service quality: Internal marketing as a determining factor. Total Quality Management, 19(11), 1117-1126.
• Usta, R. (2009). İçsel pazarlama ve hizmet kalitesi arasındaki ilişki üzerinde örgütsel bağlılık ve iş tatmininin aracılık etkisi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 34, 241-263.
• Varey, R. J. (1995). A model of internal marketing for building and sustaining a competitive service advantage. Journal of Marketing Management, 11(1-3), 41-54.
• Varey, R. J. (2002). Marketing Communication: Principles and Practice. London and Newyork: Routledge.
• Weiss, D. J., Dawis, R. V. and England, G. W. (1967). Manual for the Minnesota Satisfaction Questionnaire. Minneapolis: University of Minnesota, Industrial Relations Center.
• Yıldız, S. M. (2011). İçsel pazarlama, iş tatmini ve örgütsel bağlılık ilişkisi: Spor okulu antrenörleri üzerine bir inceleme. Selçuk Üniversitesi Beden Eğitimi ve Spor Bilim Dergisi, 13(2), 216-225.