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İçsel pazarlama ve örgütsel bağlılık çalışanların motivasyonunu artırarak örgüt performansına katkı sağlayan önemli konular arasında yer almaktadır. Bu çalışmada her iki konu arasındaki ilişkiler ele alınmıştır. Önce Yıldız ve Kara (2017) tarafından geliştirilen IM-11 ölçeğinin spor hizmeti sunan kamu kurumlarında geçerliği ve güvenirliği test edilmiş, ardından bu ölçek ile içsel pazarlamanın çalışanların örgütsel bağlılığına etkisi incelenmiştir. Eğitim sektöründe geliştirilen IM-11 ölçeğinin bu çalışmada spor sektörü çalışanları üzerinde uygulanmasından dolayı hem geçerlik hem de güvenirlik analizinin yapılması gerekli görülmüştür. Veriler spor hizmeti sunan kamu kurumları çalışanlarından elde edilmiştir. Veri toplama aracı olarak, IM-11 ölçeğinin yanı sıra, örgütsel bağlılığı ölçmek için Meyer ve Allen (1991) tarafından geliştirilen örgütsel bağlılık ölçeği kullanılmıştır. Değişkenler arasındaki ilişkiler için korelasyon analizi, içsel pazarlamanın örgütsel bağlılığa etkisini belirlemek için hiyerarşik regresyon analizi kullanılmıştır. Analizler sonucunda, içsel pazarlamanın örgütsel bağlılık üzerinde anlamlı ve pozitif etkisi görülmüştür. Örgütsel bağlılığın alt boyutları bağlamında, içsel pazarlamanın duygusal bağlılık ve normatif bağlılık üzerinde anlamlı ve pozitif etkisi görülürken, devam bağlılığı üzerinde herhangi bir anlamlı etkisi görülmemiştir. Ayrıca, elde edilen yüksek düzeydeki geçerlik ve güvenirlik sonuçları, IM-11 ölçeğinin spor sektöründe de kullanılabilecek bir ölçek olduğunu göstermiştir.
Internal marketing and organizational commitment are among the important topics that contribute to the performance of the organization by increasing the motivation of employees. This study discussed the relationships between the two subjects. First, the validity and reliability of the IM-11 scale developed by Star and Black (2017) was tested in public institutions offering sports services, then the impact of internal marketing on the organizational commitment of employees with this scale was studied. The IM-11 scale developed in the educational sector in this study was considered necessary for both validity and reliability analysis due to the application on the workers in the sports sector. The data was obtained from the public bodies providing sports services. As a data collection tool, the IM-11 scale has been used as well as the organizational commitment scale developed by Meyer and Allen (1991) to measure organizational commitment. Correlation analysis for relationships between variables has been used to determine the impact of internal marketing on organizational commitment. The results of the analysis showed a meaningful and positive impact of internal marketing on organizational commitment. In the context of the underdimensions of organizational commitment, internal marketing has a meaningful and positive impact on emotional commitment and normative commitment, but no meaningful impact on continued commitment has been seen. Furthermore, the high level of validity and reliability results have shown that the IM-11 scale is a scale that can also be used in the sport industry.
Internal marketing and organizational commitment are among the important issues that affect the performance of an organization by increasing the motivation of employees. In this study, the relations between both subjects are discussed. Firstly, the validity and reliability of IM-11 scale, which was developed by Yildiz and Kara (2017), was tested in public institutions that provide sports services, and then the effect of internal marketing on organizational commitment of employees was examined with this scale. Since the IM-11 scale developed for the education sector was applied to the employees of the sports sector in this study, both validity and reliability analyses were performed. The data were obtained from employees of public institutions that provide sports services. As a data collection tool, in addition to the IM-11 scale, the organizational commitment scale developed by Meyer and Allen (1991) was used to measure organizational commitment. Correlation analysis was used for the relationships between variables, and hierarchical regression analysis was used to determine the effect of internal marketing on organizational commitment. As a result of the analyzes, internal marketing had a significant and positive effect on organizational commitment. When the sub-dimensions of organizational commitment are analyzed, while internal marketing had a significant and positive effect on affective commitment and normative commitment, it had no significant effect on continuance commitment. In addition, the high level of validity and reliability results showed that the IM-11 scale is an effective scale that can also be used in the sports sector.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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