Publication: İçsel pazarlama uygulamalarının iç müşteri tatmini üzerindeki etkisi
Abstract
Rekabetin giderek arttığı hizmet sektöründe işletmelerin pazarlamadan farklıuygulamalara yönelmesi söz konusudur. İçsel pazarlama da bunlardan bir tanesidir. İçselpazarlama uygulamalarının iç müşteri tatmini üzerindeki etkisinin belirlenmesiçalışmanın temel amacı olarak belirlenmiştir. Çalışmada Çanakkale ve Eskişehirillerindeki 6 farklı restoran-kafe-bar işletmesinde çalışan 155 personeli içeren biraraştırma yapılmıştır. Araştırma kapsamında Kişisel Bilgiler Formu, İç Müşteri TatminiÖlçeği ve İçsel Pazarlama Ölçeği kullanılmıştır. Anket formu ile toplanan veriler sayısalhale getirilerek elde edilen verilerin istatistik analizi, SPSS (Statistical Package for SocialSciences) istatistik kullanılarak gerçekleştirilmiştir. Demografik özellikleri ileilgili bulgular için frekans, yüzde, ortalama ve standart sapma değerlerindenyararlanılmıştır. Güvenilirlik analizi uygulanmıştır. Ulaşılan sonuçlara göre içselpazarlama uygulamaları ile iç müşteri tatmini arasında pozitif yönlü bir ilişkibulunmaktadır. İçsel pazarlama uygulamalarının kullanılması ile birlikte iç müşteritatmini düzeyi artmaktadır. Çanakkale ve Eskişehir illerinde çalışan 155 kişinin verdiğiyanıtlarla bu sonuçların elde edilmesi, çalışmanın sınırlılıklarını meydana getirmektedir.
Service sector has been developing rapidly in recent years. In the service sector,where competition is gradually increasing, it is possible for enterprises to turn to differentapplications in marketing. Internal marketing practices is also one of them. Determiningthe effect of communication and culture internal customer satisfaction from internalmarketing practices applications in the service sector has been determined the mainpurpose of this study. In the study, it has been performed a survey application whichincluding 155 personnel 6 different cafe-restaurant-bar business in Canakkale andEskisehir city. Personnel information form, internal customer satisfaction scale andinternal marketing practices scale has been used within the context of this study. The datacollected through questionnaire were digitized, statistical analyses of obtained data hasbeen performed by SPSS (Statistical Package for Social Sciences). Frequency,percentage, average and standard deviation values were utilized for data which is aboutdemographic features. Reliability analysis was performed. According to results there is apositive relation between communication and culture with internal customer satisfactionfrom internal marketing practices applications in the service sector. The level of internalcustomer satisfaction increases with the use of internal marketing applications in theservice sector. Obtaining these results which get by 155 employers Canakkale andEskisehir city constitute limitations of this study.
Service sector has been developing rapidly in recent years. In the service sector,where competition is gradually increasing, it is possible for enterprises to turn to differentapplications in marketing. Internal marketing practices is also one of them. Determiningthe effect of communication and culture internal customer satisfaction from internalmarketing practices applications in the service sector has been determined the mainpurpose of this study. In the study, it has been performed a survey application whichincluding 155 personnel 6 different cafe-restaurant-bar business in Canakkale andEskisehir city. Personnel information form, internal customer satisfaction scale andinternal marketing practices scale has been used within the context of this study. The datacollected through questionnaire were digitized, statistical analyses of obtained data hasbeen performed by SPSS (Statistical Package for Social Sciences). Frequency,percentage, average and standard deviation values were utilized for data which is aboutdemographic features. Reliability analysis was performed. According to results there is apositive relation between communication and culture with internal customer satisfactionfrom internal marketing practices applications in the service sector. The level of internalcustomer satisfaction increases with the use of internal marketing applications in theservice sector. Obtaining these results which get by 155 employers Canakkale andEskisehir city constitute limitations of this study.