The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey

İÇLİ ETİ, Gülnur; ASLAN ETİ, Fatma

The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey

Gülnur İÇLİ ETİ, (Kırklareli Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Üretim Yönetimi ve Pazarlama Anabilim Dalı, Kırklareli, Türkiye)

Fatma ASLAN ETİ (Acıbadem Üniversitesi, Sağlık Bilimleri Fakültesi, Hemşirelik Bölümü, İstanbul, Türkiye)

Hemşirelikte Araştırma Geliştirme Dergisi

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Yıl: 2012 Cilt: 14 Sayı: 3 Sayfa Aralığı: 39 - 52 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey

Öz:

Amaç: Bu çalışmanın amacı içsel pazarlama uygulamalarının sağlık sektörü çalışanı olan hemşirelerin örgütsel bağlılığı üzerinde etkisini incelemektir. Yöntem: Bu amaçla geliştirilen araştırma hipotezlerini test etmek üzere Türk Cerrahi ve Ameliyathane Hemşireleri Derneği ve Diyabet Hemşireleri Derneğine kayıtlı bulunan ve e-mail adresine sahip olan 270 hemşireye anket gönderilmiştir. Bu çalışmada anket sorularınıno luşturulmasında Foreman ve Money’e ait içsel pazarlama ölçeği ve Allen ve Meyer’e ait örgütsel bağlılık ölçeğinden yararlanılmıştır. Anket online olarak gönderilmiş ve aynı şekilde geri toplanmıştır. 250 anket geri dönmüştür, geri dönüş oranı %92’dir. Veriler faktör analizi ve regresyonanalizi ile değerlendirilmiştir. Bulgular: Analiz sonuçları; içsel pazarlama faaliyetlerinin örgütsel bağlılık unsurlarından duygusal bağlılık ve normatif bağlılık üzerinde etkili olduğunu göstermektedir. Sonuç: İçsel pazarlama uygulamalarının örgütsel bağlılığı arttırdığı açıktır. Bu nedenle hastane yöneticileri; çalışanların birbirleriyle iletişimlerini güçlendirerek, ödüllendirme, iletişim, vizyon oluşturma, eğitim çalışmaları gibi birtakım içsel pazarlama uygulamalarıyla çalışanların memnuniyetlerini ve hastaneye olan bağlılığını arttırmalıdır.

Anahtar Kelime:

Konular: Hemşirelik

İçsel pazarlama faaliyetlerinin örgütsel bağlılık unsurları açısından değerlendirilmesi: Türkiye’de hemşireler üzerine bir araştırma

Öz:

Objective: The purpose of this study is to analyze the effect of internal marketing applications on the organizational commitment of health care personnel, specifically nurses. Health care is crucial for people’s lives and nurses are an important part of it. Internal marketing is a significant tool for increasing job efficiency and service quality. Method: In order to test the hypotheses developed for this objective, data was collected in 2010 from 270 nursesregistered to the Turkish Association of Surgical Nurses and the Association of Diabetes Nursesvia e-mails.In this study, Foreman and Money’s internal marketing scale and Allen and Meyer’s organizational commitment scalewere used in the questionnaire. The questionnaires were sent and received online. 250 questionnaires were received,the rate of response is 92%. The compiled data was evaluated via factor analysis and regression analysis. Results: The findings of this analysis revealed that internal marketing activities are influential on organizational commitment elements, particularly affective commitment and normative commitment. According to survey results, in relation with the nurses` institutions, reward and communication - internal marketing applications- have an effect on normative, affective and continuancecommitment - organizational commitment elements. It is concluded that vision and development - internal marketing applications - are effective on nurses` affective and normative commitment, yet are not effective on continuancecommitment. On the other hand, it is found out that training - one of the internal marketing applications – has an impact on nurses` affective and normative commitment. Conclusion: It is clear that internal marketing applications are influential on organizational commitment. It is possible to increase organizational commitment of nurses as long as there is required care and attention paid to internal marketing applications. Therefore, hospitalmanagers should raise their employees` satisfaction and commitment to the hospital by some internal marketing applications such as strengthening the employees`communication with each other, rewarding, creating vision and trainings. Therefore, hospital administrators should be aware of internal marketing applications, as they are vital to the staying decision of nurses.

Anahtar Kelime:

Konular: Hemşirelik

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	İÇLİ ETİ G, ASLAN ETİ F (2012). The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. , 39 - 52.
Chicago	İÇLİ ETİ Gülnur,ASLAN ETİ Fatma The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. (2012): 39 - 52.
MLA	İÇLİ ETİ Gülnur,ASLAN ETİ Fatma The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. , 2012, ss.39 - 52.
AMA	İÇLİ ETİ G,ASLAN ETİ F The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. . 2012; 39 - 52.
Vancouver	İÇLİ ETİ G,ASLAN ETİ F The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. . 2012; 39 - 52.
IEEE	İÇLİ ETİ G,ASLAN ETİ F "The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey." , ss.39 - 52, 2012.
ISNAD	İÇLİ ETİ, Gülnur - ASLAN ETİ, Fatma. "The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey". (2012), 39-52.

APA	İÇLİ ETİ G, ASLAN ETİ F (2012). The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. Hemşirelikte Araştırma Geliştirme Dergisi, 14(3), 39 - 52.
Chicago	İÇLİ ETİ Gülnur,ASLAN ETİ Fatma The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. Hemşirelikte Araştırma Geliştirme Dergisi 14, no.3 (2012): 39 - 52.
MLA	İÇLİ ETİ Gülnur,ASLAN ETİ Fatma The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. Hemşirelikte Araştırma Geliştirme Dergisi, vol.14, no.3, 2012, ss.39 - 52.
AMA	İÇLİ ETİ G,ASLAN ETİ F The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. Hemşirelikte Araştırma Geliştirme Dergisi. 2012; 14(3): 39 - 52.
Vancouver	İÇLİ ETİ G,ASLAN ETİ F The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey. Hemşirelikte Araştırma Geliştirme Dergisi. 2012; 14(3): 39 - 52.
IEEE	İÇLİ ETİ G,ASLAN ETİ F "The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey." Hemşirelikte Araştırma Geliştirme Dergisi, 14, ss.39 - 52, 2012.
ISNAD	İÇLİ ETİ, Gülnur - ASLAN ETİ, Fatma. "The effect of internal marketing on the dimensions of organizational commitment: A research on nurses in Turkey". Hemşirelikte Araştırma Geliştirme Dergisi 14/3 (2012), 39-52.