İÇSEL PAZARLAMA FAALİYETLERİ ÖRGÜTSEL BAĞLILIĞI NASIL ETKİLER? İŞ TATMİNİNİN ARACILIK ROLÜ

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.

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

In this study the mediating role of job satisfaction over the impacts of organizations’ internal marketingacitivities on employees’ organizational commitment is examined. The sample of the study consists of 356employees from several sectors. Mediation tests were carried out with traditional and modern methods tothe data obtained through electronic survey method from these employees. Both analysis methods showedthat 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’ internalmarketing activities are important for increasing organizational commitment of employees. However, thiseffect can be increased with developing job satisfaction through internal marketing acitivities.

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