Konaklama İşletmelerinde Paydaş Odaklılığın İşletme Performansı Üzerindeki Etkisinde Yenilik Odaklılığın Aracılık Rolü

Pazarlama literatürü incelendiğinde en çok işlenen konu başlıklarından biri pazar odaklılıktır. Pazar odaklılık en önemli paydaş olarak müşterileri ve rakipleri ön plana çıkarmaktadır. Oysa pazarlama çevresi bu kadar küçük bir gruptan oluşmamaktadır. Bu duruma karşı çıkan bazı yazarlar paydaş odaklılık kavramını geliştirmişlerdir. Literatür incelendiğinde yapılan paydaş odaklılık ile ilgili çalışmaların genellikle işletme performansı ile ilişkilendirildiği görülmektedir. Oysa paydaş odaklılık ara değişken etkisini ortaya koyabilecek kapasiteye sahiptir. Bu çalışmanın temel amacı, yenilik odaklılığın, paydaş odaklılık ile işletme performansı arasındaki etkide aracılık etkisine sahip olup olmadığının belirlenmesidir. Araştırma evrenini Antalya’da faaliyet halindeki beş yıldızlı otel işletmeleri oluşturmaktadır. Araştırmanın örneklem kısmını ise söz konusu bu otel işletmelerinde yönetici olarak görev yapan 195 yönetici oluşturmaktadır. Çalışmada, anket yöntemi kullanılarak veriler toplanmıştır. Ayrıca elde edilen veriler istatiksel analiz teknikleriyle değerlendirilmiştir. Araştırma verileri 2019 yılının ilk iki ayında toplanmıştır. Araştırmada elde edilen sonuç yenilik odaklılığın paydaş odaklılık ve işletme performansı arasındaki etkide kısmi aracılık etkisine sahip olduğudur.

Anahtar Kelimeler:

Yenilik Odaklılık, Paydaş Odaklılık, İşletme Performansı, Konaklama İşletmeleri

The Mediating Role of Innovation Orientation in the Impact of Business Performance on Stakeholder Orientation in Hospitality Businesses

When the marketing literature is examined, one of the most discussed topics is market orientation. Market orientation brings customers and competitors to the fore as the most important stakeholders. However, the marketing environment does not consist of such a small group. When the literature is examined, it is seen that the studies on stakeholder orientation are generally associated with business performance. However, stakeholder orientation has the capacity to reveal the intermediate variable effect. The main purpose of this study is to determine whether innovation orientation has a mediating effect in the effect between stakeholder orientation and business performance. The five-star hotel businesses operating in Antalya were chosen as the research universe. The sample part of the research consists of 195 managers who work as managers in these hotel businesses. In the study, data were collected using the survey method. In addition, The obtained data were evaluated with statistical analysis techniques. Research data were collected in the first two months of 2019. The result obtained in the research is that innovation orientation has a partial mediation effect in effect between stakeholder orientation and business performance.

Keywords:

Innovation Orientation, Stakeholder Orientation, Business Performance, Hospitality Businesses,

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