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An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations

Year 2022, Volume: 11 Issue: 1, 40 - 50, 30.06.2022

Abstract

This study aimed to examine the effect of internal marketing on work engagement by focusing on sports organizations. The data were obtained from the employees of public organizations providing sports services in the western region of Turkey. The study used the IM-11 scale developed by Yildiz and Kara (2017) to measure internal marketing and UWES-9 scale developed by Schaufeli and Bakker (2006) to measure work engagement. The results of the analysis showed that internal marketing significantly and positively increased the work engagement levels of the employees (β=0.552; p<0.01). This result revealed that internal marketing practices in organizations are an important instrument that increases the level of work engagement of employees.

References

  • Ahmed, P.K. & Rafiq, M. (2002). Internal marketing. Oxford: Butterworth-Heinemann.
  • Al Karim, R. & Chowdhury, T. (2014). Customer satisfaction on service quality in private commercial banking sector in Bangladesh. British Journal of Marketing Studies, 2(2), 1-11.
  • Al Shaibani, E. & Bakir, A. (2016). A reading in cross-cultural service encounter: Exploring the relationship between cultural intelligence, employee performance and service quality. Tourism and Hospitality Research, 17(3), 249-263. DOI: 10.1177/1467358416651474
  • Al Weshah, G.A. (2019). Towards internal marketing practices in enhancing job engagement: Practical evidence from Jordanian hospitals. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 40-56. DOI: 10.1108/IJPHM-11-2017-0063
  • Ali, B.J., & Anwar, G. (2021). Work engagement: How does employee work engagement influence employee satisfaction?. International Journal of Advanced Engineering, Management and Science, 7(6), 10-21. DOI: 10.22161/ijaems.76.2
  • Bakker, A.B. & Demerouti, E. (2008). Towards a model of work engagement. Career Development International, 13(3), 209-223. DOI: 10.1108/13620430810870476
  • Bakker, A.B. & Leiter, M.P. (2010). Defining and measuring work engagement: Bringing clarity to the concept. In, Work Engagement: A Handbook of Essential Theory and Research. NY: Psychology Press.
  • Bansal, H.S., Mendelson, M.B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76. DOI: 10.1016/S1084-8568(01)00029-3
  • Bataineh, K.A. (2019). Impact of work-life balance, happiness at work, on employee performance. International Business Research, 12(2), 99-112. DOI:10.5539/ibr.v12n2p99
  • Bell, S.J., Mengüc, B. & Stefani, S.L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of Marketing Science, 32, 112-126. DOI:10.1177/0092070303261467
  • Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3(1), 33-40.
  • Breevaart, K., Bakker, A.B., Demetouti, E., & Van Den Heuvel, M. (2015). Leader-member exchange, work engagement, and job performance. Journal of Managerial Psychology, 30(7), 754-770. DOI: 10.1108/JMP-03-2013-0088
  • Conduit, J., Matanda, M.J., & Mavondo, F.T. (2014). Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation. Journal of Marketing Management, 30(13-14), 1320-1352. DOI: 10.1080/0267257X.2014.909513
  • Czaplewski, A.J., Ferguson, J.M., & Milliman, J.F. (2001). Southwest airlines: How internal marketing pilots success. Marketing Management, 10(3), 14-18.
  • Demerouti, E. & Cropanzano, R. (2010). From thought to action: Employee work engagement and job performance. In: Work Engagement, A handbook of essential theory and research, Ed: Bakker, A.B. and Leiter, M.P., NY: Psychology Press, p.147.
  • Duyan, M. (2021). The effect of internal marketing implementations on the organizational citizenship behaviors of youth and sports directorate employees. Journal of Sport Sciences Researches, 6(1), 76-87. DOI: 10.25307/jssr.891016
  • Foreman, S. & Money, A. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768. DOI: 10.1080/0267257X.1995.9964388
  • Gelen, N.K. (2021). The effect of internal marketing on job performance of academic staff in the faculty of sport sciences. Education Quarterly Reviews, 4(3), 83-88. DOI: 10.31014/aior.1993.04.03.320
  • George, W.R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20(1), 63-70. DOI: 10.1016/0148-2963(90)90043-D
  • Greene, W.E., Walls, G.D., & Schrest, L.J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8(4), 5-13. DOI: 10.1108/08876049410070682
  • Hair, J.F.Jr., Anderson, R.E., Tatham, R.L. & Black, W.C. (1995). Multivariate data analysis with readings. NJ: Prentice Hall.
  • Lings, I.N. & Greenley, G.E. (2010). Internal market orientation and market-oriented behaviours. Journal of Service Management, 21(3), 321-343. DOI: 10.1108/09564231011050788
  • Lings, I.N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4), 405-413. DOI: 10.1016/S0148-2963(02)00274-6
  • Narteh, B. & Odoom, R. (2015). Does internal marketing influence employee loyalty? Evidence from the Ghanaian banking industry. Services Marketing Quarterly, 36(2), 112-135. DOI: 10.1080/15332969.2015.1014237
  • Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric theory. New York, NY: McGraw-Hill Publishing Company.
  • Rafiq, M. & Ahmed, P.K. (1993). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219-232. DOI: 10.1080/0267257X.1993.9964234
  • Ragab, O.H.G. & Saleh, N.M.A. (2020). Formulation of internal marketing strategy to improve nurses’ work engagement. Assiut Scientific Nursing Journal, 8(20), 249-256. DOI: 10.21608/asnj.2020.95004
  • Ratnaningtyas, H., Handaru, A.W., & Eryanto, H. (2021). Transformational leadership and work motivation on work productivity mediated by work engagement: An introductory analysis. The International Journal of Social Sciences World (TIJOSSW), 3(2), 25–32.
  • Rusu, G. & Avasilcai, S. (2014). Linking human resources motivation to organizational climate. Procedia-Social and Behavioral Sciences, 124, 51-58. DOI: 10.1016/j.sbspro.2014.02.459
  • Schaufeli, W.B. & Bakker, A.B. (2006). The measurement of work engagement with a short questionnaire a cross-national study. Educational and Psychological Measurement, 66(4), 701-716. DOI: 10.1177/0013164405282471
  • Schaufeli, W.B., Salanova, M., Gonzalez-Roma, V., & Bakker, A.B. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3, 71-92.
  • Tisu, L., Lupsa, D., Virga, D., & Rusu, A. (2020). Personality characteristics, job performance and mental health: the mediating role of work engagement. Personality and Individual Differences, 153, 1-6. Article 109644. DOI: 10.1016/j.paid.2019.109644
  • Wu, W-Y, Tsai, C-C, & Fu, C-S (2012). The relationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance: An empirical study of TFT-LCD companies in Taiwan. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 436-449. DOI: 10.1002/hfm.20329
  • Yildiz, S.M. (2014). The role of internal marketing on job satisfaction and turnover intention: An empirical investigation of sport and physical activity organizations. Ege Academic Review: Business Administration, International Relations and Political Science, 14(1), 137-146.
  • Yildiz, S.M. (2016a). The effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. Universal Journal of Educational Research, 4(5), 1122-1128. DOI: 10.13189/ujer.2016.040523
  • Yildiz, S.M. (2016b). The effect of internal marketing on work engagement of academic staff in higher educational institutions. International Journal of Educational Sciences, 13(2), 152-158. DOI: 10.1080/09751122.2016.11890449
  • Yildiz, S.M. & Kara, A. (2017). A unidimensional instrument for measuring internal marketing concept in the higher education sector: IM-11 Scale. Quality Assurance in Education, 25(3), 329-342. DOI: 10.1108/QAE-02-2016-0009
  • Yildiz, S.M. (2020). The impact of internal marketing on employees’ organizational commitment: A field study in public sports organizations. Journal of Social Sciences and Humanities Researches, 21(46), 57-69.

İçsel Pazarlamanın İşe Cezbolma Üzerine Etkisinin İncelenmesi: Spor Örgütlerinden Ampirik Kanıtlar

Year 2022, Volume: 11 Issue: 1, 40 - 50, 30.06.2022

Abstract

Bu çalışmada spor örgütlerine odaklanılarak içsel pazarlamanın işe cezbolma üzerindeki etkisinin incelenmesi amaçlanmıştır. Veriler Türkiye’nin batısında bulunan spor hizmeti veren kamu kurumlarının çalışanlarından elde edilmiştir. Çalışmada içsel pazarlamayı ölçmek için Yıldız ve Kara (2017) tarafından geliştirilen IM-11 ölçeği ve işe cezbolmayı ölçmek için Schaufeli ve Bakker (2006) tarafından geliştirilen UWES-9 ölçeği kullanılmıştır. Analiz sonuçları, içsel pazarlamanın çalışanların işe cezbolma düzeylerini anlamlı ve pozitif yönde artırdığını göstermiştir (β=0,552; p<0,01). Bu sonuç, örgütlerde içsel pazarlama uygulamalarının çalışanların işe cezbolma düzeylerini artıran önemli bir araç olduğunu ortaya koymuştur.

References

  • Ahmed, P.K. & Rafiq, M. (2002). Internal marketing. Oxford: Butterworth-Heinemann.
  • Al Karim, R. & Chowdhury, T. (2014). Customer satisfaction on service quality in private commercial banking sector in Bangladesh. British Journal of Marketing Studies, 2(2), 1-11.
  • Al Shaibani, E. & Bakir, A. (2016). A reading in cross-cultural service encounter: Exploring the relationship between cultural intelligence, employee performance and service quality. Tourism and Hospitality Research, 17(3), 249-263. DOI: 10.1177/1467358416651474
  • Al Weshah, G.A. (2019). Towards internal marketing practices in enhancing job engagement: Practical evidence from Jordanian hospitals. International Journal of Pharmaceutical and Healthcare Marketing, 13(1), 40-56. DOI: 10.1108/IJPHM-11-2017-0063
  • Ali, B.J., & Anwar, G. (2021). Work engagement: How does employee work engagement influence employee satisfaction?. International Journal of Advanced Engineering, Management and Science, 7(6), 10-21. DOI: 10.22161/ijaems.76.2
  • Bakker, A.B. & Demerouti, E. (2008). Towards a model of work engagement. Career Development International, 13(3), 209-223. DOI: 10.1108/13620430810870476
  • Bakker, A.B. & Leiter, M.P. (2010). Defining and measuring work engagement: Bringing clarity to the concept. In, Work Engagement: A Handbook of Essential Theory and Research. NY: Psychology Press.
  • Bansal, H.S., Mendelson, M.B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76. DOI: 10.1016/S1084-8568(01)00029-3
  • Bataineh, K.A. (2019). Impact of work-life balance, happiness at work, on employee performance. International Business Research, 12(2), 99-112. DOI:10.5539/ibr.v12n2p99
  • Bell, S.J., Mengüc, B. & Stefani, S.L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of Marketing Science, 32, 112-126. DOI:10.1177/0092070303261467
  • Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3(1), 33-40.
  • Breevaart, K., Bakker, A.B., Demetouti, E., & Van Den Heuvel, M. (2015). Leader-member exchange, work engagement, and job performance. Journal of Managerial Psychology, 30(7), 754-770. DOI: 10.1108/JMP-03-2013-0088
  • Conduit, J., Matanda, M.J., & Mavondo, F.T. (2014). Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation. Journal of Marketing Management, 30(13-14), 1320-1352. DOI: 10.1080/0267257X.2014.909513
  • Czaplewski, A.J., Ferguson, J.M., & Milliman, J.F. (2001). Southwest airlines: How internal marketing pilots success. Marketing Management, 10(3), 14-18.
  • Demerouti, E. & Cropanzano, R. (2010). From thought to action: Employee work engagement and job performance. In: Work Engagement, A handbook of essential theory and research, Ed: Bakker, A.B. and Leiter, M.P., NY: Psychology Press, p.147.
  • Duyan, M. (2021). The effect of internal marketing implementations on the organizational citizenship behaviors of youth and sports directorate employees. Journal of Sport Sciences Researches, 6(1), 76-87. DOI: 10.25307/jssr.891016
  • Foreman, S. & Money, A. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768. DOI: 10.1080/0267257X.1995.9964388
  • Gelen, N.K. (2021). The effect of internal marketing on job performance of academic staff in the faculty of sport sciences. Education Quarterly Reviews, 4(3), 83-88. DOI: 10.31014/aior.1993.04.03.320
  • George, W.R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20(1), 63-70. DOI: 10.1016/0148-2963(90)90043-D
  • Greene, W.E., Walls, G.D., & Schrest, L.J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8(4), 5-13. DOI: 10.1108/08876049410070682
  • Hair, J.F.Jr., Anderson, R.E., Tatham, R.L. & Black, W.C. (1995). Multivariate data analysis with readings. NJ: Prentice Hall.
  • Lings, I.N. & Greenley, G.E. (2010). Internal market orientation and market-oriented behaviours. Journal of Service Management, 21(3), 321-343. DOI: 10.1108/09564231011050788
  • Lings, I.N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4), 405-413. DOI: 10.1016/S0148-2963(02)00274-6
  • Narteh, B. & Odoom, R. (2015). Does internal marketing influence employee loyalty? Evidence from the Ghanaian banking industry. Services Marketing Quarterly, 36(2), 112-135. DOI: 10.1080/15332969.2015.1014237
  • Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric theory. New York, NY: McGraw-Hill Publishing Company.
  • Rafiq, M. & Ahmed, P.K. (1993). The scope of internal marketing: Defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219-232. DOI: 10.1080/0267257X.1993.9964234
  • Ragab, O.H.G. & Saleh, N.M.A. (2020). Formulation of internal marketing strategy to improve nurses’ work engagement. Assiut Scientific Nursing Journal, 8(20), 249-256. DOI: 10.21608/asnj.2020.95004
  • Ratnaningtyas, H., Handaru, A.W., & Eryanto, H. (2021). Transformational leadership and work motivation on work productivity mediated by work engagement: An introductory analysis. The International Journal of Social Sciences World (TIJOSSW), 3(2), 25–32.
  • Rusu, G. & Avasilcai, S. (2014). Linking human resources motivation to organizational climate. Procedia-Social and Behavioral Sciences, 124, 51-58. DOI: 10.1016/j.sbspro.2014.02.459
  • Schaufeli, W.B. & Bakker, A.B. (2006). The measurement of work engagement with a short questionnaire a cross-national study. Educational and Psychological Measurement, 66(4), 701-716. DOI: 10.1177/0013164405282471
  • Schaufeli, W.B., Salanova, M., Gonzalez-Roma, V., & Bakker, A.B. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3, 71-92.
  • Tisu, L., Lupsa, D., Virga, D., & Rusu, A. (2020). Personality characteristics, job performance and mental health: the mediating role of work engagement. Personality and Individual Differences, 153, 1-6. Article 109644. DOI: 10.1016/j.paid.2019.109644
  • Wu, W-Y, Tsai, C-C, & Fu, C-S (2012). The relationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance: An empirical study of TFT-LCD companies in Taiwan. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 436-449. DOI: 10.1002/hfm.20329
  • Yildiz, S.M. (2014). The role of internal marketing on job satisfaction and turnover intention: An empirical investigation of sport and physical activity organizations. Ege Academic Review: Business Administration, International Relations and Political Science, 14(1), 137-146.
  • Yildiz, S.M. (2016a). The effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. Universal Journal of Educational Research, 4(5), 1122-1128. DOI: 10.13189/ujer.2016.040523
  • Yildiz, S.M. (2016b). The effect of internal marketing on work engagement of academic staff in higher educational institutions. International Journal of Educational Sciences, 13(2), 152-158. DOI: 10.1080/09751122.2016.11890449
  • Yildiz, S.M. & Kara, A. (2017). A unidimensional instrument for measuring internal marketing concept in the higher education sector: IM-11 Scale. Quality Assurance in Education, 25(3), 329-342. DOI: 10.1108/QAE-02-2016-0009
  • Yildiz, S.M. (2020). The impact of internal marketing on employees’ organizational commitment: A field study in public sports organizations. Journal of Social Sciences and Humanities Researches, 21(46), 57-69.
There are 38 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Süleyman Murat Yıldız 0000-0001-7622-9870

Publication Date June 30, 2022
Acceptance Date June 30, 2022
Published in Issue Year 2022 Volume: 11 Issue: 1

Cite

APA Yıldız, S. M. (2022). An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations. International Journal of Social Science Research, 11(1), 40-50.
AMA Yıldız SM. An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations. IJSSR. June 2022;11(1):40-50.
Chicago Yıldız, Süleyman Murat. “An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations”. International Journal of Social Science Research 11, no. 1 (June 2022): 40-50.
EndNote Yıldız SM (June 1, 2022) An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations. International Journal of Social Science Research 11 1 40–50.
IEEE S. M. Yıldız, “An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations”, IJSSR, vol. 11, no. 1, pp. 40–50, 2022.
ISNAD Yıldız, Süleyman Murat. “An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations”. International Journal of Social Science Research 11/1 (June 2022), 40-50.
JAMA Yıldız SM. An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations. IJSSR. 2022;11:40–50.
MLA Yıldız, Süleyman Murat. “An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations”. International Journal of Social Science Research, vol. 11, no. 1, 2022, pp. 40-50.
Vancouver Yıldız SM. An Examination of the Effect of Internal Marketing on Work Engagement: An Empirical Evidence from Sport Organizations. IJSSR. 2022;11(1):40-5.