Ümit Başaran, Ozan Büyükyılmaz, Emrah İ Çevik

İÇSEL PAZARLAMANIN ALGILANAN HİZMET KALİTESİ ÜZERİNDEKİ ETKİSİNDE İŞ TATMİNİNİN ARACILIK ROLÜ

Bu çalışma içsel pazarlama uygulamalarının algılanan hizmet kalitesi üzerinde bir etkisinin bulunup bulunmadığını ve bu etkide iş tatmininin aracılık rolünün olup olmadığını araştırmaktadır. Batı Karadeniz Üniversitelerinde görev yapan 321 akademisyen üzerinde gerçekleştirilen çalışma sonucunda, algılanan hizmet kalitesi üzerinde içsel pazarlamanın gelişim ve ödüllendirme boyutlarının doğrudan bir etkisinin olduğu tespit edilmiştir. Buna karşılık, iş tatmininin yalnızca içsel pazarlamanın ödüllendirme boyutu ile algılanan hizmet kalitesi arasında aracılık etkisine sahip olduğu belirlenmiştir

Anahtar Kelimeler:

İçsel Pazarlama, Algılanan Hizmet Kalitesi, İş Tatmini

THE MEDIATING EFFECT OF JOB SATISFACTION ON THE RELATIONSHIP BETWEEN INTERNAL MARKETING AND PERCEIVED SERVICE QUALITY

This study investigates the effect of internal marketing on perceived service quality and the mediating role of job satisfaction on the relationship between internal marketing and perceived service quality. The sample of this study involves 321 academicians who study in the West Black Sea Universities of Turkey. The results of this study show that development and reward dimensions of internal marketing have direct effects on the perceptions of service quality. On the other hand, the mediating role of job satisfaction has been determined only for the relationship between reward dimension of internal marketing and perceived service quality

Keywords:

Internal Marketing, Perceived Service Quality, Job Satisfaction,

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