OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?

Bu araştırmanın amacı, otel işletmelerinde hangi örgüt kültürünün pazar yönlülüğü daha fazla desteklediğini incelemektir. Araştırmada nicel araştırma yöntem kullanılmış ve araştırma verileri, kolayda örnekleme yöntemiyle beş yıldızlı 20 otel işletmesinde görev yapan 355 personelden yüz yüze anketler yoluyla elde edilmiştir. Elde edilen veriler, yapısal eşitlik modellemesi (YEM) ile analiz edilmiştir. Analiz sonucunda, otel işletmelerinde örgüt kültürünün pazar yönlülük üzerinde anlamlı bir etkisinin olduğu belirlenmiştir. Elde edilen bulgular, otel işletmelerinde müşteri yönlülüğü en fazla destekleyen kültür tipinin adhokrasi kültürü olduğunu, rakip yönlülüğü ve fonksiyonlar arası koordinasyonu en fazla destekleyen kültür tipinin ise pazar kültürü olduğunu göstermektedir. Ayrıca, adhokrasi kültürünün rakip yönlülüğü ve fonksiyonlar arası koordinasyonu hiyerarşi ve klan kültüründen daha fazla desteklediği tespit edilmiştir. Son olarak, analiz sonuçları hiyerarşi kültürünün müşteri yönlülük ve rakip yönlülük üzerinde anlamlı bir etkisinin olmadığını, fonksiyonlar arası koordinasyonu ise negatif yönlü etkilediğini göstermektedir.

Anahtar Kelimeler:

pazar yönlülük, örgüt kültürü, otel işletmeleri

WHICH ORGANIZATIONAL CULTURE SUPPORTS THE MARKET ORIENTATION MORE IN THE HOTEL BUSINESSES?

The aim of this study is to examine that which organization culture supports more market orientation in hotel businesses. A quantitative research method was used in the research and the research data were obtained through face-to-face surveys of 355 personnel that were working in twenty of 5-star hotels operating in Turkey by using convenience sampling method. Obtained data were analyzed by using Structural Equation Modeling (SEM). As a result of the analysis, it has been determined that the organizational culture has a significant influence on the market orientation in the hotel enterprises.Findings show that culture type which supports customer orientation most is culture of adhocracy however, competitor orientation and interfunctional coordination are the most supported by the market culture in the hotels. It has also been found that adhocracy culture supports competitor orientation and interfunctional coordination more than hierarchy and clan culture.Finally, the results of the analysis show that hierarchical culture has no significant effect on customer orientation and competitor orientation, and it affects the interfunctional coordination negatively

Keywords:

Market Orientation, Organizational Culture, Hotel Businesses,

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