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Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2019 / Sayı: 24

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

Metin OCAK
Aslıhan YAVUZALP MARANGOZ
Pages
115–130
DOI
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AI Summary & Key Takeaways

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

However, this effect can be increased with developing job satisfaction through internal marketing acitivities.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study the mediating role of job satisfaction over the impacts of organizations’ internal marketing acitivities on employees’ organizational commitment is examined.
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Key Findings & Data:The sample of the study consists of 356 employees from several sectors.
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Conclusion & Impact:However, this effect can be increased with developing job satisfaction through internal marketing acitivities.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:İçsel Pazarlama · Örgütsel Bağlılık · İş Tatmini

Abstract

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.

Özet

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.

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Cite This Article

OCAK, M., MARANGOZ, A. Y. (2019). HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION. Uluslararası İktisadi ve İdari İncelemeler Dergisi, Sayı: 24, 115–130. https://ajindex.com/articles/322337

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