The Effect of Internal Marketing Implementations on the Organizational Citizenship Behaviors of Youth and Sports Directorate Employees

Mehdi Duyan

doi:10.25307/jssr.891016

Abstract

Internal marketing and organizational citizenship issues have recently begun to be studied more in the literature. This study aimed to examine the effect of internal marketing practices on the organizational citizenship behavior of employees in the sports sector. Data were collected by simple random sampling method using an online survey tool and was obtained from Antalya, Karaman, Kütahya, Izmir, Istanbul, and Muğla Provincial Directorate of Youth and Sport of employees (N = 224). As a data collection tool, the IM-11 scale developed by Yildiz and Kara (2017) was used to measure internal marketing, and the organizational citizenship behavior scale developed by Bolat, Bolat and Seymen (2009) was used to measure organizational citizenship behavior. Descriptive statistics, validity and reliability analysis, correlation analysis, and hierarchical regression analysis were used in the analysis of the data. The result of the analyses showed the significant and positive effect of internal marketing on organizational citizenship behavior. In other analyzes, while internal marketing had a significant and positive effect on the sportsmanship and civic virtue subscale of organizational citizenship behavior, no significant effect was observed on altruism, conscientiousness, and courtesy.

Highlights

The basic purpose of public organizations in all societies is to provide services that will meet the demands, needs, and expectations of the people effectively and efficiently
There are many studies in the literature investigating the effects of internal marketing on many variables, but studies on the relationship between internal marketing and Organizational Citizenship Behaviors (OCB) are limited
The findings of this study examining the effects of internal marketing applied in organizations on OCB subscales will guide other studies

Summary

Introduction

The basic purpose of public organizations in all societies is to provide services that will meet the demands, needs, and expectations of the people effectively and efficiently. Achieving service quality by meeting the demands, needs, and expectations of external customers who receive service from the organization is only possible if the demands, needs, and expectations of internal customers are satisfied by the organization. This approach is called internal marketing in the literature (Güven and Sadaklıoglu, 2011). Internal marketing, which emerged about half a century ago and is a fairly new concept for marketing literature, was first introduced in 1976 by Berry, Hensel and Burke This concept was studied by George in 1977, Thompson, Berry and Davidson in 1978, and Murray in 1979. This concept was explained in detail in an article written by Berry in 1981 (Yüce and Kavak, 2017). Berry (1988) made a distinction in the concept of the customer in his study on service organizations, and defined the people receiving service from the

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