Sağlık sektöründe içsel pazarlama ve kurumsal itibarın çalışanların iş tatmini ve örgütsel bağlılıklarına etkisi
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Rekabetin yüksek olduğu bir hizmet sunum ortamında sağlık yöneticilerinin yönetim uygulamalarında rakiplerinden farklı olmak adına stratejik yönetim politikalarını kullanmaları gereklidir. Bu bağlamda, İçsel pazarlama ve kurumsal itibarın çalışanların örgütsel bağlılık ve iş tatmini üzerine olan etkisi incelenmiştir. Öte yandan iş tatmininin içsel pazarlama ve kurumsal itibarın bağlılığa etkisinde aracılık rolü olup olmadığı da ampirik olarak test edilmiştir. İlgili yazın literatürünü takip ederek kurumsal itibar, içsel pazarlama, iş tatmini ve örgütsel bağlılık kavramları; Kaynakların Korunması Teorisi ve Sosyal Kimlik Teorisi kapsamında ele alınarak incelenmiştir. Araştırmanın bağımsız değişkenlerinin arasındaki ilişkinin tespiti ve iş tatmini olgusunun bu değişkenlerin üzerindeki aracılık etkisini test etmek üzere, çoklu regresyon analizi uygulanmıştır. Bu çalışma; içsel pazarlama ve kurumsal itibarın iş tatmini üzerine doğrudan pozitif yönde etkisi olduğunu ayrıca içsel pazarlama ve kurumsal itibarın örgütsel bağlılığa doğrudan pozitif yönde etkisi olduğunu göstermiştir. Öte yandan araştırmada, içsel pazarlama ve kurumsal itibarın örgütsel bağlılığa etkisinde iş tatmininin kısmi aracılık rolü olduğu hipotezi kısmen destek bulmuştur.
In a service delivery environment where competition is high, it is necessary for health managers to use strategic management policies in order to be different from their competitors in their management practices. In this context, the effects of internal marketing and corporate reputation on employees' organizational commitment and job satisfaction were examined. On the other hand, it has been empirically tested whether job satisfaction has a mediating role in the effect of internal marketing and corporate reputation on commitment. By following the related literature, the concepts of corporate reputation, internal marketing, job satisfaction and organizational commitment; It has been examined within the scope of Conservation of Resources Theory and Social Identity Theory. Multiple regression analysis was applied to determine the relationship between the independent variables of the study and to test the mediation effect of job satisfaction on these variables. This work; It has been shown that internal marketing and corporate reputation have a direct positive effect on job satisfaction, and internal marketing and corporate reputation have a direct positive effect on organizational commitment. On the other hand, the hypothesis that job satisfaction has a partial mediating role in the effect of internal marketing and corporate reputation on organizational commitment was partially supported.
In a service delivery environment where competition is high, it is necessary for health managers to use strategic management policies in order to be different from their competitors in their management practices. In this context, the effects of internal marketing and corporate reputation on employees' organizational commitment and job satisfaction were examined. On the other hand, it has been empirically tested whether job satisfaction has a mediating role in the effect of internal marketing and corporate reputation on commitment. By following the related literature, the concepts of corporate reputation, internal marketing, job satisfaction and organizational commitment; It has been examined within the scope of Conservation of Resources Theory and Social Identity Theory. Multiple regression analysis was applied to determine the relationship between the independent variables of the study and to test the mediation effect of job satisfaction on these variables. This work; It has been shown that internal marketing and corporate reputation have a direct positive effect on job satisfaction, and internal marketing and corporate reputation have a direct positive effect on organizational commitment. On the other hand, the hypothesis that job satisfaction has a partial mediating role in the effect of internal marketing and corporate reputation on organizational commitment was partially supported.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
