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İÇSEL PAZARLAMA VE HİZMET KALİTESİ ARASINDAKİ İLİŞKİ ÜZERİNDE ÖRGÜTSEL BAĞLILIK VE İŞ TATMİNİNİN ARACILIK ETKİSİ

THE MEDIATION EFFECTS OF ORGANIZATIONAL COMMITMENT AND JOB SATISFACTION ON THE RELATION BETWEEN INTERNAL MARKETING AND SERVICE QUALITY

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Abstract (2. Language): 
This study focuses on the mediation effects of organizational commitment and job satisfaction on the relationship between internal marketing and perceived service quality. The study conducted on 125 teachers employed in private education enterprises indicated that there are significant direct and positive relationship between internal marketing perceptions of teachers and service quality perceptions of teacher. In addition, there is not mediation effect of organizational commitment in relation between two variables, but there is full mediation effect of job satisfaction. According to these results, the enterprises of private education should increase activities to promote job satisfaction and internal marketing perceptions of teachers to improve their service quality.
Abstract (Original Language): 
Bu çalışma, içsel pazarlama ile algılanan hizmet kalitesi arasındaki ilişki üzerinde örgütsel ba lılı ın ve i tatmininin aracılık etkilerini incelemektedir. Özel ö retim kurumlarında çalı an 125 ö retmen üzerinde gerçekle tirilen çalı ma, ö retmenlerin içsel pazarlama algılamaları ile hizmet kalitesi algılamaları arasında do rudan ve pozitif yönde anlamlı bir ili ki oldu unu ortaya koymaktadır. Ayrıca, iki de i ken arasındaki ili kide, örgütsel ba lılı ın aracılık etkisi yokken, i tatmininin tam bir aracılık etkisi vardır. Bu sonuçlara göre, özel öğretim kurumlarının, hizmet kalitesini geli tirebilmeleri için ö retmenlerin içsel pazarlama algılamalarını ve i tatminini yükseltecek uygulamalara ağırlık vermeleri gerekir.
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