SavedAdd your journal

Journals / Verimlilik Dergisi / 2026 / Sayı: 2

An Approach to Solution for Mobbing Problem: Internal Marketing

Yıldırma Sorununun Çözümüne Yönelik Bir Yaklaşım: İçsel Pazarlama

Suzan Çoban
Pages
37–54
Publication Date
2007-03-01
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

By internal marketing applications staff motivation can be improved and staff commitment to the organization can be fostered.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Mobbing is defined as a severe form of social stressors at work.
📊
Key Findings & Data:Because, external customer satisfaction depends on performance of internal customer.
💡
Conclusion & Impact:By internal marketing applications staff motivation can be improved and staff commitment to the organization can be fostered.
🔬Design:Makale
📍Scope:Comprehensive Sample
⚙️Variables:yıldırma · içsel pazarlama · müşteri memnuniyeti

Abstract

Mobbing is defined as a severe form of social stressors at work. Unlike "normal" stressors, mobbing is long lasting and escalates conflict with frequent damaging actions that are systematically aimed at a target person. Staff satisfaction known as internal customer satisfaction is as important as external customer satisfaction. Because, external customer satisfaction depends on performance of internal customer. But, there are a lot of factors that negatively affect internal customer satisfaction. One of these factors is mobbing. This problem damages both internal customer and business performances. Internal marketing approach provides structural solutions for this problem. By internal marketing applications staff motivation can be improved and staff commitment to the organization can be fostered.

Özet

Yıldırma, işyerinde şiddetli sosyal stres kaynağı olarak tanımlanmaktadır. Yıldırma, normal streslere benzemez, uzun süre devam eder, sistematik olarak tek kişiye hedeflenen zarar verici hareketler ile çatışma şiddetlenir. İç müşteri tatmini olarak bilinen işgören tatmini, dış müşteri tatmini kadar önemlidir. Çünkü dış müşteri tatmini iç müşteri performansına bağlıdır. Fakat iç müşteri tatminini olumsuz etkileyen birçok faktör vardır. Bu faktörierden biri yıldırmadır. Bu problem, hem iç müşteri, hem de işletme performansına zarar verir. İçsel pazarlama yaklaşımı bu problem için yapısal çözümler sunar. İçsel pazarlama uygulamaları sayesinde işgören motivasyonu geliştirilebilir ve işgörenin organizasyona katılımı hızlandırabilir.

🔖

Cite This Article

Çoban, S. (2007). An Approach to Solution for Mobbing Problem: Internal Marketing. Verimlilik Dergisi, Sayı: 2, 37–54. https://ajindex.com/articles/1084319

References (27)

  1. .,http://www.focusdergisi.com.tr/soru_cevap/00168/, 22.05.2004 2., "Increasing Focus on Workplace Mobbing" http://www.eiro.eurofound.eu.int/2004/02/featureAit0402104f.ht ml, 24.05.2004
  2. ARPACIOĞLU, G., "İşyerindeki Stresin Gizli Kaynağı: Zorbalık ve Duygusal Taciz", HR Dergi, Kasım-Aralık 2003, http://www.insankaynaklari.com/cn/ContentBody.asp?BodylD= 2384, 04.03.2004
  3. AY C. ve B. KARTAL.İçsel Pazarlama: Literatür İncelenmesi", Marmara Univ., Öneri Dergisi, Cilt:5, Sayı:20, 2003, ss. 15-25
  4. BALLANTIYNE, D., "Internal Relationship Marketing: A Strategy Knowledge Renewal", International Journal of Bank Marketing, 18/6, 2000, pp: 274-286
  5. DAVENPORT, N., R.D. SCHWARTZ, ve G P. ELLİOTT, Mobbing: İşyerinde Duygusal Taciz, Sistem Yayıncılık, İs tanbul, 2003, ss: 15
  6. Dİ MARTİNO Vittorio, Violence at The Workplace: The Glo bal Challenge, http://www-ilo mirror.cornell.edu/public/english/protection/safework/violence/vi olwk/violwk.htm.
  7. EWING, M. ve A., CARUANA,"An Internal Marketing Approach to Public Sector Management: The Marketing and Human Resources Interface", The International Journal of Public Sector Management, Vol:12, No:1,1999, pp: 17-26
  8. FROST, F. ve M. KUMAR, "INTSERVQUAL-An Internal Adaptation of The Gap Model in a Large Service Organization", Journal of Services Marketing, Vol:14, No:5, 2000, pp:358-377
  9. HARREL, G.D. ve M. F. FORS, "Marketing Service to Satisfy Internal Customers", Locistics of Information Management, Vol:8, No:4,1995, pp:1-6
  10. HESKETT, J. L, T. O. JONES ve diğerleri, "Putting the Servi ce-Profit Chain to Work", Harvard Business Review, 1994, pp: 164-166
  11. KARİP, E., Çatışma Yönetimi, Pegema Yayıncılık, 3. Baskı, Ankara, 2003, ss:43
  12. LEYMANN, H., The Mobbing Encyclopaedia Bullying; Whistleblowing Conflict: Risk For Mobbing, http://www.leymann.Se/English/11110E.HTM), 29.06.2004
  13. LINGS, I.N., "Internal Market Orientation: Construct and Consequences, Journal of Business Research, Vol: 57, 2004, pp:405-413
  14. MCCARTHY, E. J., Basic Marketing: A Managerial Approach, 5th ed., Richard.D.lrwin.lnc.,USA,1975, pp:75
  15. MUDIE, P., "Internal Customer: By De Sign or By default", European Journal Of Marketing, Vol: 37, No:9,2003, pp:1261-1276
  16. ÖZTÜRK, A., Hizmet Pazarlaması, Birlik Yayınları, Eskişehir, 2000, ss:87-96
  17. PECK, H., A.PAYNE ve Diğerleri, Reiationstwp Marketing: Strategy and Implementation, Butterworth- Heinemann.Oxford, 1999, pp:315
  18. PIERCHY, N.F., "Barriers To Implementing Relationship Marke ting: Analysing The Internal Market-Place", Journal Of Strategic Marketing, Vol:6,1998, pp:209-228
  19. RAFIG, M., K.A PERVAIZ, "Advances In The Internal Marke ting Concept: Definition, Synthesis and Extension", Journal of Services Marketing, Vol:14, Num:6, 2000, pp:449-457
  20. RAMAGE, R., "Mobbing in the Workplace", http://www.law- office.demon.cu.uk/art%20mobbing-1.htm., 25.04.2004
  21. SOYER, Ş., "Mobbing: İşyerinde Duygusal Saldırı", http://www.alomaliye.com/sule_soyer_mobbing.htm, 01.12.2003 23. ŞİMŞEK, M. Ş., Yönetim ve Organizasyon, 6.Baskı, Günay Ofset, Konya, 2001, ss:290-291
  22. TUNÇER, M. ve H.İ. ERGUNDA, "Müşteri Odaklılık", http://www.danismend.com/konular/pazarlamayon/paz_musteri _odaklilik.htm, 17.04.2004 25. VAREY, R. ve B. LEVİS, "A Broadened Conception of Internal Marketing", European Journal of Marketing, Vol:33, No:9/10, 1999, pp:926-944
  23. YAPRAKLI, Ş. ve S.ÖZER, İçsel Pazarlama", Pazarlama Dünyası Dergisi, Sayı:6, Kasım-Aralık, 2001, ss:58-62
  24. YÜCEL, D., "İşyerinde Psikolojik Terör", http://www.yenibir
  25. com/articledisplay_yenibiryasam/0,,lmt~0@lc~1 @viewid~2108 28,00.asp, 20.03.2004 28. YÜCETÜRK, E., "Bilgi Çağında Örgütlerin Görünmeyen Yüzü: Mobbing", http://www.bilgiyonetimi.org/cm/pages/ mkl_gos.php? nt=224,13.03.2004 29. ZAPF, D., "Organizational, Work Group Related and Personal Causes of Mobbing/Bullying at Work", http://www.worktrauma.org., 20.06.2004
  26. ,http://www.focusdergisi.com.tr/soru_cevap/00168/, 22.05.2004 2., "Increasing Focus on Workplace Mobbing" http://www.eiro.eurofound.eu.int/2004/02/featureAit0402104f.ht ml, 24.05.2004
  27. RAMAGE, R., "Mobbing in the Workplace", http://www.law- office.demon.cu.uk/art%20mobbing-1.htm., 25.04.2004