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Icsel Pazarlamanin Is Tatmini ve Isten Ayrilma Niyeti Uzerindeki Rolu: Spor ve Fiziksel Etkinlik Isletmeleri Uzerine Ampirik Bir Inceleme

Author

Listed:
  • Suleyman Murat YILDIZ

    (Mugla Sitki Kocman Universitesi, Beden Egitimi ve Spor Yuksekokulu, Spor Yoneticiligi Bolumu)

Abstract

Insanlarin degisen yasam tarzi, yukselen tuketici bilinci, saglik ve fiziksel uygunluga yonelik ilgisinden dolayi spor ve fiziksel etkinlik isletmelerinin hizmet sektoru icerisindeki pazar payi gun gectikce artmaktadir. Bu baglamda, spor ve fiziksel etkinlik isletmelerinde icsel pazarlamanin is tatmini ve isten ayrilma niyeti uzerindeki rolunun incelenmesi bu arastirmanin amacini olusturmaktadir. Arastirmada veri toplama araci olarak; Foreman ve Money’in (1995) icsel pazarlama olcegi, Chang ve Chang’in (2007) is tatmini olcegi, Landau ve Hammer’in (1986) isten ayrilma niyeti olcegi kullanilmistir. Veriler, ticari olarak faaliyet gosteren fitness merkezlerinde gorev yapan antrenorlerden (N=142) elde edilmistir. Arastirma sonuclari, icsel pazarlama ile is tatmini arasinda anlamli ve pozitif bir iliskinin varligini; isten ayrilma niyeti ile icsel pazarlama ve is tatmini arasinda ise anlamli ve negatif bir iliskinin varligini ortaya koymustur. Ayrica arastirma sonuclari is tatmininin icsel pazarlama ve isten ayrilma niyeti arasinda tam aracilik etkisi oldugunu da gostermistir.

Suggested Citation

  • Suleyman Murat YILDIZ, 2014. "Icsel Pazarlamanin Is Tatmini ve Isten Ayrilma Niyeti Uzerindeki Rolu: Spor ve Fiziksel Etkinlik Isletmeleri Uzerine Ampirik Bir Inceleme," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 14(1), pages 137-146.
    • Handle: RePEc:ege:journl:v:14:y:2014:i:1:p:137-146
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