Otel İşletmelerinde İçsel Pazarlama Uygulamalarının İşgörenlerin Hizmet Verme Yatkınlığı ve Olumlu Sosyal Davranışları Üzerine Etkisi: Nevşehir Örneği

Abstract

The purpose of this study is to investigate the impact of internal marketing applications on service orientation and prosocial behaviors. In line with the purpose of the study, a causal model consisting of internal marketing as independent variable and prosocial behavior and service orientation as dependent variable was offered and the model was tested with multiple regression analysis. Data were gathered from hotel employees with the help of a questionnaire. Frequencies, descriptive statistics, correlation and regression analysis were used to analyze the data. As a result of the research internal marketing applications in the hotel businesses and employees' prosocial behavior and service orientation were found to be high. In addition, it was found that internal marketing applications have a decisive impact on the service orientation and prosocial behaviors of hotel employees. (English) [ABSTRACT FROM AUTHOR]