Yenilikçi, Destekleyici ve Bürokratik Örgüt Kültürünün Pazar Odaklılık Üzerine Etkisi: Otel İşletmeleri Üzerine Bir Çalışma

Bu çalışmanın amacı, yenilikçi, destekleyici ve bürokratik kültürün otel işletmeleri bağlamında pazar odaklılık üzerindeki etkilerini incelemektir. Bu araştırma için yöntem, tanımlayıcı olarak tasarlanmıştır. Uygulama için 312 anket formu dağıtılmış ve elde edilen 242 anket formundan 226 tanesi değerlendirmeye uygun görülmüştür. Anketlerden elde edilen veriler düzenlenerek istatistik paket programında uygun analizler (ortalama, standart sapma, faktör analizi, regresyon) yapılarak yorumlanmıştır. Çalışmanın sonuçlarına göre, yenilikçi ve destekleyici örgüt kültürü boyutlarının pazar odaklılık üzerinde pozitif yönlü bir etkisinin olduğu tespit edilmiştir. Ayrıca, otel işletmeleri için mevcut olan örgütsel planlama ve pazarlama seçeneklerinin geliştirilmesi ve örgüt kültürünü şekillendirmeye çalışan yöneticilere pazar odaklılığın uygulanması ile ilişkili davranışlara rehberlik edilmesi gerekliliği vurgulanmıştır.

Anahtar Kelimeler:

Yenilikçi kültür, Destekleyici Kültür, Bürokratik Kültür, Pazar Odaklılığı

The Effect of Innovative, Supportive and Bureaucratic Organization Culture On Market Orientation: An Example of Hotel Organizations

The aim of this study is to examine the effects of innovative, supportive and bureaucratic culture on market orientation in the context of hotel businesses. The method for this research was designed as descriptive. 312 questionnaires were distributed and 226 of 242 questionnaires were evaluated. The data obtained from the questionnaires were edited and interpreted in the statistical package program by performing appropriate analyzes (mean, standard deviation, factor analysis, regression). According to the results of the study, innovative and supportive organizational culture dimensions have a positive effect on market orientation. In addition, it is emphasized that the existing organizational planning and marketing options for hotel businesses should be developed and the managers who try to shape the organizational culture should be guided by the behaviors related to the application of market focus

Keywords:

Innovative Culture, Supportive Culture, Bureauctratic Culture, Market Orientation,

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