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

Authors : Mehdi DUYAN

Pages : 76-87

Doi:10.25307/jssr.891016

View : 109 | Download : 9

Publication Date : 2021-06-30

Article Type : Research Paper

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 insert ignore into journalissuearticles values(N = 224);. As a data collection tool, the IM-11 scale developed by Yildiz and Kara insert ignore into journalissuearticles values(2017); was used to measure internal marketing, and the organizational citizenship behavior scale developed by Bolat, Bolat and Seymen insert ignore into journalissuearticles values(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.
Keywords : Internal marketing, organizational citizenship behaviors, employee, Youth and Sports Directorate

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