İÇSEL PAZAR YÖNLÜLÜK, PAZARLAMA YETENEKLERİ, ÖRGÜTSEL PERFORMANS ETKİLEŞİMİ: ANTALYA İLİ OTEL İŞLETMELERİNDE BİR UYGULAMA
Journal Title: Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi - Year 2018, Vol 5, Issue 2
Abstract
Bu çalışmanın amacı, Antalya ilinde yer alan dört ve beş yıldızlı otel işletmelerinde içsel pazar yönlülük, pazarlama yetenekleri (pazar duyarlılık ve müşteri bağlantı yetenekleri) ve örgütsel performans etkileşimini belirlemektir. Çalışmaya katılan 280 otel işletmesinden veriler anket yöntemi ile elde edilmiştir. Çalışmadaki hipotezleri test etmek için kısmi en küçük kareler yöntemi kullanılarak model geçerliliği test edilmiştir. Araştırma sonuçlarına göre içsel pazar yönlülük, pazar duyarlılık ve müşteri bağlantı yetenekleri üzerinde pozitif ve doğrudan etkisinin olduğu görülmüştür. Ayrıca, pazar duyarlılık ve müşteri bağlantı yeteneklerinin de örgütsel performans üzerinde pozitif ve doğrudan etkisinin olduğu görülmüştür. EXTENDED SUMMARY Research Problem: The purpose of this study is to measure the effect of internal market orientation on marketing capabilities and the effect of marketing capabilities on organizational performance in 4 and 5 star hotel enterprises in Antalya province. Research Questions: : It was questioned whether internal market orientation affects marketing capabilities (market sensitivity and customer linking capabilities) and whether marketing capabilities (market sensitivity and customer linking capabilities) affect organizational performance in 4 and 5 star hotel enterprises in Antalya. Literature Review: In the study, which is carried out on the basis of the literature on resource-based view and organizational capabilities, internal market orientation and marketing capabilities subject is explained widely by examining Turkish and foreign literature. Subsequently, hypotheses to be tested were developed and the underlying assumptions of the hypotheses were revealed by examining the interrelationships of variables. Methodology: The main body of the research has been constituted of 4 and 5 star touristic hotels operating in the province of Antalya, depending on the Ministry of Culture and Tourism's list of hotel enterprises. The number of the 4 and 5 star hotels in the obtained list is 532. In the study, appointments were made with the hotel companies in different districts of Antalya and face-to-face interviews were conducted. Communication was carried out using the contact addresses and phone numbers of the hotel companies, and interviews were conducted with 280 business managers who agreed to participate in the interview and the study. In the study, the convenience sampling method, which is one of the non-random sampling methods, was used. Scales with validity and reliability were used in the study. The expressions on the created questionnaire were measured using the 5 likert scale, which are 1 = strongly disagree, 5 = strongly agree. The internal market orientation scale was prepared in accordance with the studies carried out by Lings (2004) and Lings and Greenley (2005), and it consists of three dimensions as internal data collection, internal data dissemination and communication, and response to the internal marketing. The marketing skills scale was prepared based on the srudies performed by Day (1994a) and Song et al (2008) and consists of market sensitivity and customer linking capabilities. The organizational performance measure was prepared according to the studies of Morgan and Turnell (2003), Damanpour and Gopalakrishnan (2001) and Oke (2007), and consists of financial performance, market performance and innovation performance dimensions. In the study, the model test with Partial Least Squares (PLS) was used as the analysis technique. Developed originally by Wold in the 1960s, PLS is a general way of supporting causality paths between latent variables (Waiter, 2016: 13). Partial least squares path modeling is a variance-based method to estimate composite-based path models (Henseler et al., 2016a: 405-431). Results and Conclusions: According to the results of the study, it has been seen that the internal market orientation has positive and direct effects on the market sensitivity and customer linking capabilities. In addition, in the study, it was seen that market sensitivity and customer engagement capabilities have positive effects on organizational performance.
Authors and Affiliations
Ahmet Buğra HAMŞIOĞLU
Keywords
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- EP ID EP441686
- DOI 10.30798/makuiibf.409387
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