HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

Yıl 2019, Sayı: 24, 115 - 130, 24.07.2019

Metin Ocak , Aslıhan Yavuzalp Marangoz

https://doi.org/10.18092/ulikidince.542453

Öz

In
this study the mediating role of job satisfaction over the impacts of
organizations’ internal marketing acitivities on employees’ organizational
commitment is examined. The sample of the study consists of 356 employees from
several sectors. Mediation tests were carried out with traditional and modern
methods to the data obtained through electronic survey method from these
employees. Both analysis methods showed that job satisfaction has a partial
mediating role in the relationship of internal marketing and employees'
organizational commitment. Depending on these findings, it is suggested that
organizations’ internal marketing activities are important for increasing
organizational commitment of employees. However, this effect can be increased
with developing job satisfaction through internal marketing acitivities.

Anahtar Kelimeler

Internal Marketing, Organizational Commitment, Job Satisfaction, Mediating Role

HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

Öz

Bu
çalışmada örgütlerin içsel pazarlama faaliyetlerinin çalışanların örgütsel
bağlılıkları üzerine etkisinde iş tatmini tutumlarının aracılık rolü
incelenmiştir. Araştırmanın örneklemini farklı sektörlerde çalışan toplam 356
çalışan oluşturmuştur. Söz konusu çalışanlardan elektronik anket yöntemi ile
elde edilen verilerle geleneksel ve modern yöntemlerle aracılık testleri
yapılmıştır. Yapılan analizler neticesinde her iki yöntemde de örgütlerin içsel
pazarlama faaliyetleri ile çalışanların örgütsel bağlılıkları etkileşiminde iş
tatmininin kısmi bir aracılık etkisi olduğu tespit edilmiştir. Bu bulgulara göre örgütlerin içsel
pazarlama faaliyetlerinin çalışanların örgütsel bağlılıklarını artırmak için
önemli olduğu, ancak örgütsel bağlılık üzerindeki etkinin bir kısmının
çalışanların iş tatmini tutumlarının içsel pazarlama faaliyetleriyle olumlu
yönde geliştirilerek artırılabileceği değerlendirilmiştir.

Anahtar Kelimeler

İçsel Pazarlama, Örgütsel Bağlılık, İş Tatmini, Aracılık Rolü

Kaynakça

• Abzari, M., Ghorbanı, H., & Madanı, F. A. (2011). The Effect Of Internal Marketing On Organizational Commitment From Market-orientation Viewpoint in Hotel Industry in Iran. International Journal of Marketing Studies, 3(1), 147.
• Ahmed, P. K., Rafıq, M. & Saad, N. M. (2003). Internal Marketing And The Mediating Role Of Organisational Competencies. European Journal Of Marketing, 37(9), 1221-1241.
• Al-Hawary, S. I. S., Al-Qudah, K. A., Abutayeh, P. M., Abutayeh, S. M. & Al-Zyadat, D. Y. (2013). The Impact Of Internal Marketing On Employee’s Job Satisfaction Of Commercial Banks in Jordan. Interdisciplinary Journal Of Contemporary Research İn Business, 4(9), 811-826.
• Allen, N. J. & Meyer, J. P. (1990). The Measurement And Antecedents Of Affective, Continuance And Normative Commitment To The Organization. Journal of Occupational Psychology, 63(1), 1-18.
• Armstrong, M. (2006). A Handbook Of Human Resource Management Practice. Tenth Edition, Kogan Page Publishing, London.Azırı, B. (2011). Job Satisfaction: A Literature Review. Management Research and Practice, 3(4), 77-87.
• Bakotić, D. (2016). Relationship Between Job Satisfaction And Organisational Performance. Economic Research- Ekonomska Istraživanja, 29: 1, 118-130, DOI: 10.1080/1331677x.2016.1163946.
• Baron R. M. & 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.
• Basım, N. & Şeşen, H. (2009). The Mediating Role Of Job Satisfaction In The Relationship Between Organizational Justice Perception And Organizational Citizenship Behavior. 17th Management And Organization Congress Proceedings Book, Eskişehir, 21-23 May 2009.
• Başaran, Ü., Büyükyılmaz, O. & Çevık, E. D. (2011). The Mediating Effect Of Job Satisfaction On The Relationship Between Internal Marketing And Perceived Service Quality. Journal of Business Administration, 12, 2, 201-225.
• Berry, L. L. & Parasuraman, A. (1992). Services Marketing Starts From Within. Marketing Management, 1(1), 24-34.
• Berry, L. L. (1981). The Employee As Customer. Journal of Retail Banking, 3(1), 33-40.
• Bluedorn, A. C. (1982). The Theories Of Turnover: Causes, Effects, And Meaning. Research in the Sociology of Organizations, 1(1), 75-128.
• Canan, H. O. Ş. & Oksay, A. (2015). Hemşirelerde Örgütsel Bağlılık İle İş Tatmini İlişkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(4), 1-24.
• Candan, B. & Çekmecelioğlu, H. G. (2009). İçsel Pazarlama Faaliyetlerinin Örgütsel Bağlılık Unsurları Açısından Değerlendirilmesi: Bir Araştırma. Yönetim, 20(63), 41-58.
• Chang, C. S. & Chang, H. H. (2007). Effects Of Internal Marketing On Nurse Job Satisfaction And Organizational Commitment: Example Of Medical Centers In Southern Taiwan. The Journal of Nursing Research: Jnr, 15(4), 265-274.
• Chen, S. Y., Wu, W. C., Chang, C. S., & Lın, 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.
• Collins, B., & Payne, A. (1991). Internal Marketing: A New Perspective For HRM. European Management Journal, 9(3), 261-270.
• Conduit, J., & Mavondo, F. T. (2001). How Critical Is Internal Customer Orientation To Market Orientation? Journal Of Business Research, 51(1), 11-24.
• Currivan, D. B. (1999). The Causal Order Of Job Satisfaction And Organizational Commitment In Models Of Employee Turnover. Human Resource Management Review, 9(4), 495-524.
• Demir, H., Resul, U. & Tarhan, O. (2008). İçsel Pazarlamanın Örgütsel Bağlılık Ve İş Tatminine Etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(2), 135-161.
• Ergeneli, A. & Eryiğit, M. (2001). Öğretim Elemanlarının İş Tatmini: Ankara’da Devlet Ve Özel Üniversite Karşılaştırması. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19(2), 159-178.
• Foreman S. K. & Money A. H. (1995). Internal Marketing: Concepts, Measurement And Application, Journal of Marketing Management, 11, 755—768.
• Graham, G.H. (1982). Understanding Human Relations. The Individual, Organisations, and Management. Science Research Associates, Chicago Inc.Greene, W. E., Walls, G. D. & Schrest, L. J. (1994). Internal Marketing: The Key To External Marketing Success. Journal of Services Marketing, 8(4), 5-13.
• Gürbüz, S. & Bayık, M. E. (2018). Aracılık Modellerinin Analizinde Modern Yaklaşım: Baron Ve Kenny Yöntemi Artık Terk edilmeli mi? 6. Örgütsel Davranış Kongresi Bildiriler Kitabı, 2-3 Kasım 2018/Isparta.
• Hackman, R. & Oldham, G. R. (1975). Development Of The Job Diagnostic Survey. Journal of Applied Psychology, 60, 2, 1975, 159-170.
• Hayes, A. F. (2009). Beyond Baron And Kenny: Statistical Mediation Analysis In The New Millennium. Communication Monographs, 76, 4, 408-420.
• Hayes, A. F. (2013). Introduction To Mediation, Moderation, And Conditional Process Analysis: A Regression-based Perspective. New York, Ny: The Guilford Press.Herzberg, F., Mausner, B. & Snyderman, B. (1959). The Motivation To Work (Vol.1), Transaction Publisher.
• Hoopock, R., (1935). Job Satisfaction. Harper & Row, New York.
• Hoş, C., & Oksay, A. (2015). Hemşirelerde Örgütsel Bağlılık İle İş Tatmini İlişkisi. Süleyman Demirel University Journal of Faculty of Economics & Administrative Sciences, 20(4).
• Iliopoulos, E. & 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.
• İşler, D. B. & Özdemir, Ş. (2010). Hastane İşletmelerinde İçsel Pazarlama Yaklaşımının İş Tatmini Ve Örgütsel Bağlılık Üzerine Etkisi: Isparta İli Örneği. Hacettepe Sağlık İdaresi Dergisi, 13(2), 115-142.
• Jaworski, B. J. & Kohli, A. K. Market Orientation: Antecedents and Consequences. Journal of Marketing, 57, July, 1993, 53-70.
• Karataş, S. & Güleş, H. (2010). İlköğretim Okulu Öğretmenlerinin İş Tatmini İle Örgütsel Bağlılığı Arasındaki İlişki. Uşak Üniversitesi Sosyal Bilimler Dergisi, 2010 (6).
• Kaur, R. (2012). The Role Of Factors On Job Satisfaction Of Employees. An Empirical Study. IOSR Journal of Business and Management, 2, 4, 49-52.
• Kotler, P. (2002). Marketing Management (Millenium Edition). Pearson Custom.
• Kök, S. B. (2006). İş Tatmini Ve Örgütsel Bağlılığın İncelenmesine Yönelik Bir Araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 20(1), 291-317.
• Kurşunoğlu Yarımoğlu, E., & Ersönmez, N. (2017). İçsel Pazarlama Faaliyetlerinin İş Tatmini Ve Örgütsel Bağlılık Üzerindeki Doğrudan Etkisi: Bir Kamu Bankası Örneği. Doğuş Üniversitesi Dergisi, 18, 79-98.
• Mathieu, J. E. (1991). A Cross-level Nonrecursive Model Of The Antecedents Of Organizational Commitment and Satisfaction. Journal of Applied Psychology, 76(5), 607.
• Meyer, J. P., & Allen, N. J. (1991). A Three-component Conceptualization Of Organizational Commitment. Human Resource Management Review, 1(1), 61-89.Naumann, E. (1993). Antecedents And Consequences Of Satisfaction And Commitment Among Expatriate Managers. Group & Organization Management, 18(2), 153-187.
• Porter, L. W. (1962). Job Attitudes In Management: Perceived Deficiencies In Need Fulfillment As A Function Of Job Level. Journal of Applied Psychology, 46(6), 375.Porter, L. W., Steers, R. M., Mowday, R. T., & Boulian, P. V. (1974). Organizational Commitment, Job Satisfaction, And Turnover Among Psychiatric Technicians. Journal of Applied Psychology, 59 (5), 603.
• Poyraz, K., & Kama, U. B. (2008). Algılanan İş Güvencesinin, İş Tatmini, Örgütsel Bağlılık Ve İşten Ayrılma Niyeti Üzerindeki Etkilerinin İncelenmesi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(2), 143-164.
• Preacher, K. J., & Hayes, A. F. (2008). Asymptotic And Resampling Strategies For Assessing And Comparing Indirect Effects In Multiple Mediator Models, Behavior Research Methods, 40, 879-91.
• Qayum, M. N. & Sahaf, M. A. (2013). Internal Marketing: A Pre-requisite For Employee Satisfaction In Universities. International Journal of Business and Management Invention, 2(5), 50-55.
• Rafıq, M., & Ahmed, P. K. (2000). Advances In The internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 14(6), 449-462.Robbins, S. P. & Judge, A. T. (2013). Organizational Behavior. Pearson Education Limited.
• Rue, L.W. & Byars, L. (2003). Management, Skills and Application, 10 Ed., Mcgraw-Hill/Irwin, New York, P. 259.
• Sasser, W. E., & Arbeit, S. P. (1976). Selling Jobs In The Service Sector. Business Horizons, 19(3), 61-65.
• Sharma, J. P. & Bajpai, N. (2010). Organizational Commitment And Its Impact On Job Satisfaction Of Employees: A Comparative Study In Public And Private Sector In India. International Bulletin of Business Administration, 9(1), 7-19.
• Shiu, Y. M. & 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.
• Shrout, P. E. & Bolger, N. (2002). Mediation In Experimental And Nonexperimental Studies: New Procedures And Recommendations. Psychological Methods, 7, 422-45.
• Spector, P. E. (1997). Job Satisfaction: Application, Assessment, Causes, And Consequences (Vol. 3). Sage Publications.
• Şeşen, H. (2010). Antecedents And Consequences Of Intrapreneurship: A Study On Turkish Defence Industry. Turkish Military Academy Defense Science Institute, Department Of Defence Management, Ph.D. Dissertation, Ankara. Tabachnick, B. G. & Fidell, L. S. (2013). Using Multivariate Statistics (Sixth Edition). United States: Pearson Education.
• Tansuhaj, P., Randall, D., & Mccullough, J. (1991). Applying The Internal Marketing Concept Within Large Organizations: As Applied To A Credit Union. Journal of Professional Services Marketing, 6(2), 193-202.
• Tıng Shueh-Chin (2011). The Effect Of Internal Marketing On Organizational Commitment: Job Involvement And Job Satisfaction As Mediators. Educational Administration Quarterly, 47(2) 353–382.
• Whyte, W. (1956). The Organization Man. Garden City, Ny: Doubledy Anchor. Williams, L. J., & Hazer, J. T. (1986). Antecedents And Consequences Of Satisfaction And Commitment In Turnover Models: A Reanalysis Using Latent Variable Structural Equation Methods. Journal of Applied Psychology, 71(2), 219.
• Wolf, M. G. (1970). Nedd Gratification Theory: A Theoretical Reformulation Of Job Satisfaction/Dissatisfaction And Job Motivation. Journal of Applied Psychology, 54(1p1), 87.
• Yıldız, S. (2014a). Örgütsel Adaletin Örgütsel Vatandaşlık Davranışına Etkisinde İş Tatmininin Aracı Rolü. Ege Akademik Bakış Dergisi, 14(2), 199-210.
• Yıldız, S. M. (2014b). İçsel Pazarlamanın İş Tatmini Ve İşten Ayrılma Niyeti Üzerindeki Rolü: Spor Ve Fiziksel Etkinlik İşletmeleri Üzerine Ampirik Bir İnceleme. Ege Akademik Bakış Dergisi, 14(1), 137-146.