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INTERNAL MARKETING IN PUBLIC SERVICE SECTOR AND ITS EFFECT ON JOB SATISFACTION

Year 2015, Volume: 5 Issue: 2, 1 - 6, 28.12.2015
https://doi.org/10.17339/ejovoc.46223

Abstract

Internal marketing can be interpreted to applicate marketing practices to the organization’s employees. Internal marketing is very important and related to almost any organization. Satisfying employees result in motivation so that the service quality of service provider is going to be higher and service output is going to be increased.

The aim of this paper is to analyze internal marketing in public service sector in Bursa and to propose internal marketing strategies for managers based on the findings. Therefore different public service organizations’ employees were reached. As a sampling method quota sampling was chosen because not many of the public service deliverers were eager to participate in such a survey. To collect data, questionnaire method was selected. Regression analysis was used to analyze the effects on job satisfaction. Results show that colleagues, job enrichment and compensation have significant effect on job satisfaction.

References

  • Achilleas Boukis, Kostas Kaminakis, Anastasios Siampos, Ioannis Kostopoulos, (2015), Linking Internal Marketing with Customer Outcomes, Marketing Intelligence and Planning, Volume: 33, No: 3, pp. 394-413.
  • Ana Paula Rodrigues, Jose Carlos M.R. Pinho, (2010), Market Orientation, Job Satisfaction, Commitment and Organizational Performance: The Specific Case of Local Public Sector, Transforming Government: People, Process and Policy, Volume: 4, No: 2, pp. 172-192.
  • Anselmo Ferreira Vasconcelos, (2008), Broadening Even More the Internal Marketing Concept, European Journal of Marketing, Volume: 42, Issue: 11, pp. 1246-1264.
  • Jamshed A. Halepota, Naimatullah Shah, (2011), An Empirical Investigation of Organizational Antecedents on Employee Job Satisfaction in a Developing Country, Transforming Government: People, Process and Policy, Volume: 5, Issue: 3, pp. 280-294.
  • José Varela González, Teresa García Garazo, (2006), Structural Relationships between Organizational Service Orientation, Contact Employee Job Satisfaction and Citizenship Behavior, International Journal of Service Industry Management, Volume: 17, Issue: 1, pp. 23-50.
  • Mamoun N. Akroush, Amjad A. Abu-ElSamen, Ghazi A. Samawi, Abdelhadş L. Odetallah, (2013) Internal Marketing and Service Quality in Restaurants, Marketing Intelligence and Planning, Volume: 31, No: 4, pp. 304-336.
  • Michael T. Ewing, Albert Caruana, (1999), An Internal Marketing Approach to Public Sector Management: The Marketing and Human Resources Interface, International Journal of Public Sector Management, Volume: 12, No: 1, pp. 17-26.
  • Mornay Roberts-Lombard, (2010), Employees As Customers – An Internal Marketing Study of the Avis Car Rental Group in South Africa, African Journal of Business Management, Volume: 4, No: 4, pp. 362-372.
  • Prabha Ramseook-Munhurrun, Perunjodi Naidoo, Soolakshna D. Lukea-Bhiwajee, (2009), Employee Perceptions of Service Quality in a Call Centre, Managing Service Quality, Volume: 19, Issue: 5, pp. 541-557.
  • Resul Usta, (2009), İçsel Pazarlama ve Hizmet Kalitesi Arasındaki İlişki Üzerinde Örgüsel Bağlılık ve İş Tatmininin Aracılık Etkisi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 34, ss. 241-263.
  • Sita Mishra, (2010), Internal Marketing- A Tool to Harness Employees’ Power in Service Organizations in India, International Journal of Business and Management, Volume: 5, No: 1, pp. 185-193.
  • Spiros Gounaris, (2008), Antecedents of Internal Marketing Practice: Some Preliminary Empirical Evidence, International Journal of Service Industry Management, Volume: 19, Issue: 3, pp. 400-434.
  • Spiros Gounaris, (2008), The Notion of Internal Market Orientation and Employee Job Satisfaction: Some Preliminary Evidence, Journal of Services Marketing, Volume: 22, Issue: 1, pp. 68-90.
  • Vijaya Kameswari, Nittala Rajyalakshmi, (2012), Role of Internal Marketing in Job Satisfaction of Employees in State Bank of India, Ninth AIMS International Conference on Management, pp. 47-56.
Year 2015, Volume: 5 Issue: 2, 1 - 6, 28.12.2015
https://doi.org/10.17339/ejovoc.46223

Abstract

References

  • Achilleas Boukis, Kostas Kaminakis, Anastasios Siampos, Ioannis Kostopoulos, (2015), Linking Internal Marketing with Customer Outcomes, Marketing Intelligence and Planning, Volume: 33, No: 3, pp. 394-413.
  • Ana Paula Rodrigues, Jose Carlos M.R. Pinho, (2010), Market Orientation, Job Satisfaction, Commitment and Organizational Performance: The Specific Case of Local Public Sector, Transforming Government: People, Process and Policy, Volume: 4, No: 2, pp. 172-192.
  • Anselmo Ferreira Vasconcelos, (2008), Broadening Even More the Internal Marketing Concept, European Journal of Marketing, Volume: 42, Issue: 11, pp. 1246-1264.
  • Jamshed A. Halepota, Naimatullah Shah, (2011), An Empirical Investigation of Organizational Antecedents on Employee Job Satisfaction in a Developing Country, Transforming Government: People, Process and Policy, Volume: 5, Issue: 3, pp. 280-294.
  • José Varela González, Teresa García Garazo, (2006), Structural Relationships between Organizational Service Orientation, Contact Employee Job Satisfaction and Citizenship Behavior, International Journal of Service Industry Management, Volume: 17, Issue: 1, pp. 23-50.
  • Mamoun N. Akroush, Amjad A. Abu-ElSamen, Ghazi A. Samawi, Abdelhadş L. Odetallah, (2013) Internal Marketing and Service Quality in Restaurants, Marketing Intelligence and Planning, Volume: 31, No: 4, pp. 304-336.
  • Michael T. Ewing, Albert Caruana, (1999), An Internal Marketing Approach to Public Sector Management: The Marketing and Human Resources Interface, International Journal of Public Sector Management, Volume: 12, No: 1, pp. 17-26.
  • Mornay Roberts-Lombard, (2010), Employees As Customers – An Internal Marketing Study of the Avis Car Rental Group in South Africa, African Journal of Business Management, Volume: 4, No: 4, pp. 362-372.
  • Prabha Ramseook-Munhurrun, Perunjodi Naidoo, Soolakshna D. Lukea-Bhiwajee, (2009), Employee Perceptions of Service Quality in a Call Centre, Managing Service Quality, Volume: 19, Issue: 5, pp. 541-557.
  • Resul Usta, (2009), İçsel Pazarlama ve Hizmet Kalitesi Arasındaki İlişki Üzerinde Örgüsel Bağlılık ve İş Tatmininin Aracılık Etkisi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 34, ss. 241-263.
  • Sita Mishra, (2010), Internal Marketing- A Tool to Harness Employees’ Power in Service Organizations in India, International Journal of Business and Management, Volume: 5, No: 1, pp. 185-193.
  • Spiros Gounaris, (2008), Antecedents of Internal Marketing Practice: Some Preliminary Empirical Evidence, International Journal of Service Industry Management, Volume: 19, Issue: 3, pp. 400-434.
  • Spiros Gounaris, (2008), The Notion of Internal Market Orientation and Employee Job Satisfaction: Some Preliminary Evidence, Journal of Services Marketing, Volume: 22, Issue: 1, pp. 68-90.
  • Vijaya Kameswari, Nittala Rajyalakshmi, (2012), Role of Internal Marketing in Job Satisfaction of Employees in State Bank of India, Ninth AIMS International Conference on Management, pp. 47-56.
There are 14 citations in total.

Details

Journal Section Articles
Authors

İsmail Dülgeroğlu

Çağatan Taşkın

Publication Date December 28, 2015
Submission Date December 28, 2015
Published in Issue Year 2015 Volume: 5 Issue: 2

Cite

APA Dülgeroğlu, İ., & Taşkın, Ç. (2015). INTERNAL MARKETING IN PUBLIC SERVICE SECTOR AND ITS EFFECT ON JOB SATISFACTION. Ejovoc (Electronic Journal of Vocational Colleges), 5(2), 1-6. https://doi.org/10.17339/ejovoc.46223