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SETSCI - Volume (2018)
ISAS 2018 - Ist International Symposium on Innovative Approaches in Scientific Studies, Kemer-Antalya, Turkey, Apr 11, 2018

A RESEARCH ON DETERMINING THE MEDIATING ROLE OF ORGANIZATIONAL SERVICE ORIENTATION IN THE EFFECT OF INTERNAL MARKETING PRACTICES ON ORGANIZATIONAL COMMITMENT (ISAS 2018_142)
Ebru Sönmez Karapınar1*, Yasemin Kaya Harmancı2
1İnsan Kaynakları Yönetimi/Uygulamalı Bilimler Yüksekokulu, Erciyes Üniversitesi, Kayseri, Turkey
2İnsan Kaynakları Yönetimi/Uygulamalı Bilimler Yüksekokulu, Erciyes Üniversitesi, Kayseri, Turkey
* Corresponding author: ebrusonmez@erciyes.edu.tr
Published Date: 2018-06-23   |   Page (s): 154-157   |    70     7

ABSTRACT Internal marketing includes activities that enable human resource management practices such as attracting,
developing, motivating and retaining talented personnel to provide external customer satisfaction, as well as activities that
provide internal customers to reach positive organizational outcomes (Grönroos, 1981; Berry and Parasuman, 1991; Yapraklı
and Özer, 2001; Drake, et al., 2005). If organizational service orientation is defined as ensuring the adoption of the
organization's processes, policies and practices by the whole organization in order to enable employees to provide excellent
level of service and execute support and reward activities for service creation behaviors. Organizational service orientation
consists of four basic dimensions, directly related to basic service quality principles. These dimensions are Service Leadership
Practices (Servant Leadership and Service Vision), Service Encounter Practices (Customer Treatment and Employee
Empowerment), Human Resource Management Practices (Service Training and Service Rewards) and Service Systems
Practices (Service Failure Prevention and Improvement, Service Technology and Service Standards Communication) (Lytle,
Hom and Mokwa 1998; Lynn, Lytle and Bobek 2000; Lytle and Timmerman 2003; Ulu, 2011). As an attitude, organizational
commitment is defined as a strong desire to remain a member of a particular organization, desire to exert high levels of effort
on behalf of the organization, and belief and acceptance for the values and goals of the organization (Luthans, 2008).
According to Robbins and Judge (2009), organizational commitment is that an employee identifies with a particular
organization and its goals and wishes to remain a member of the organization. In the literature, issues related to the dimensions
of organizational service orientation and organizational commitment such as customer-oriented and customer-focused
employees, human resource management practices, leadership practices, staff empowerment, service vision, service-oriented
strategies, organizational commitment and service quality have been associated with internal marketing practices (George,
1990; Quin, 1990; Rafiq and Ahmed, 1993; Varey, 1995; Homburg, Hoyer and Fassnacht, 2002; Donavan, Brown and Mowen,
2004; Jan, Michael, et al., 2009; Başaran, Büyükyılmaz and Çevik, 2011; Tsai and Wu, 2011 Yao, Chen and Cai, 2013). In
addition, issues related to internal marketing and organizational service orientation dimensions such as internal marketing,
internal service quality, service orientation, human resource management practices, organizational culture, leadership behavior,
organizational citizenship behavior, personnel empowerment and trust have been associated with organizational commitment
in the literature (Bosholff and Mells, 1995; Caruana and Calleya, 1998; Lance, Gwinner and Meuter, 2001; Laschinger,
Finegan and Shamian, 2002; Kim, Leong and Lee, 2005; Yiing and Ahmad, 2009; Guchait and Cho, 2010; Yao, Chen and Cai,
2013; Yarımoğlu and Ersönmez, 2017).The study will be conducted with employees of private hospitals operating in Kayseri.
The purpose of this study is to determine whether or not organizational service orientation plays a mediating role in the effect
of internal marketing practices in businesses on organizational commitment of employees. A model was created to achieve this
purpose (Figure 1). Hierarchical regression analysis will be conducted to explain the effect of internal marketing practices on
organizational commitment and the mediating role of organizational service orientation in this effect.  
KEYWORDS Internal marketing, Orgazinational commitment, Organizational service orientation
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