Kapadokya’daki dört ve beş yıldızlı otellerde içsel pazarlama faktörlerinin örgütsel bağlılık üzerine etkisi

Abstract

The aim of the study is to research the effects of factors of internal marketing on components of organizational commitment in four and five star hotels in Cappadocia (Nevsehir). The questionnaire prepared for this purpose was applied on the hotel employees. The data were analyzed through factor analysis and regression analysis. The findings of the research show that communication, rewards and cooperation-integration factors were significant predictors of affective commitment, and cooperation-integration, communication, rewards and motivation policies had a significant positive effect on normative commitment. Also, it can be said that motivation factor has a positive effect on continuance commitment. According to research findings, it is advised that managers should use internal communication methods efficiently as strategic tool to strengthen affective and normative commitment among employees.