THE EFFECT OF INTERNAL MARKETING ON PHYSICAL EDUCATION AND SPORTS TEACHERS’ JOB PERFORMANCE

Mehdi Duyan

Abstract


The aim of this study is to investigate the effect of internal marketing on physical education and sports teachers’ job performance. Data were obtained from physical education and sports teachers (N=157) working in public institutions in Turkey. The data were collected with two scales measuring internal marketing and job performance. Descriptive analysis, validity and reliability analysis, correlation, and hierarchical regression analysis were applied to the obtained data. Validity and reliability analysis showed that both scales are highly valid and reliable. As a result of the hierarchical regression analysis, it was seen that internal marketing had a significant and positive effect on physical education and sports teachers’ job performance. In order for education managers to achieve high performance in their organizations, they are suggested to apply internal marketing effectively.

 

Article visualizations:

Hit counter

DOI

Keywords


internal marketing, job performance, physical education, sports teacher

Full Text:

PDF

References


Bansal, H. S., Mendelson, M. B., and Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76. https://doi.org/10.1016/S1084-8568(01)00029-3.

Berry, L. L. (1995). Relationship marketing of services–growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.

Browne, M.W. and Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136–162). Newbury Park, CA: Sage.

Dee, T. S. (1998). Competition and the quality of public schools. Economics of Education Review, 17(4), 419-427. https://doi.org/10.1016/S0272-7757(97)00040-X.

Dokuzoglu, G. and Eren, M. Ö. (2020). The effect of internal marketing on physical education and sports teachers’ organizational commitment. European Journal of Education Studies, 6(12), 125-133. https://doi.org/10.5281/zenodo.3676476.

Eren, M. Ö. and Dokuzoglu, G. (2020). Can internal marketing help to reduce physical education and sports teachers’ turnover intention?. European Journal of Education Studies, 6(12), 227-234. https://doi.org/10.5281/zenodo.3678956.

Ergün, Z. (2013). İçsel pazarlama uygulamalarının işletme performansı üzerine etkisi: Kamu-özel hastane karşılaştırması. Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal ve Ekonomik Araştırmalar Dergisi, 13(25), 223-247.

Esitti, B. and Buluk, B. (2018). The impact of internal marketing activities on work performance and the mediating role of job satisfaction: The case of five-star hospitality businesses. Journal of Academic Researches and Studies, 10(18), 288-303. https://doi.org/10.20990/kilisiibfakademik.428696.

Meyer, P. J. and Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61-89.

Milanowski, A. (2000). School-based performance award programs and teacher motivation. Journal of Education Finance, 25(4), 517-544. https://www.jstor.org/stable/40691079.

Müller, K., Alliata, R., and Benninghoff, F. (2009). Attracting and retaining teachers: A question of motivation. Educational Management Administration & Leadership, 37(5), 574-599. https://doi.org/10.1177/1741143209339651.

Rafiq, M. and Ahmed, P. K. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589.

Schermerhorn, J. R., Osborn, R. N., Uhl-Bien, M., and Hunt, J. G. (2012). Organizational behavior, Twelfth Edition, Hoboken, NJ: John Wiley & Sons Inc.

Sigler, T. H. and Pearson, C. M. (2000). Creating an empowering culture: Examining the relationship between organizational culture and perceptions of empowerment. Journal of Quality Management, 5(1), 27-52. https://doi.org/10.1016/S1084-8568(00)00011-0.

Somech, A. and Drach-Zahavy, A. (2000). Understanding extra-role behavior in schools: The relationships between job satisfaction, sense of efficacy, and teachers’ extra-role behavior. Teaching and Teacher Education, 16(5-6), 649-659. https://doi.org/10.1016/S0742-051X(00)00012-3.

Varey, R. J. (1995). A model of internal marketing for building and sustaining a competitive service advantage. Journal of Marketing Management, 11(1-3), 41-54. https://doi.org/10.1080/0267257X.1995.9964328.

Varey, R. and Lewis, B. (1999). A broadened conception of internal marketing. European Journal of Marketing, 33(9), 926-944.

Yıldız, S. M. (2008). Spor hizmetleri kalitesini değerlendirmede kullanılabilecek hizmet kalitesi modelleri ve ölçüm araçları. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 8(3), 35-48.

Yildiz, S. M. (2011a). The relationship among internal marketing, job satisfaction and organizational commitment: An investigation of coaches working in sports schools. Selcuk University Journal of Physical Education and Sport Science, 13(2), 216-225.

Yildiz, S. M. (2011b). The relationship between leader member exchange and organizational citizenship behavior in public organizations providing sports services. Selcuk University Journal of Physical Education and Sport Science, 13(3), 323-329.

Yildiz, S. M. and Kara, A. (2017). A unidimensional instrument for measuring internal marketing concept in the higher education sector: IM-11 Scale. Quality Assurance in Education, 25(3), 329-342. https://doi.org/10.1108/QAE-02-2016-0009.

Yildiz, S. M. (2016). The effect of internal marketing on organizational citizenship behavior of academic staff in higher educational institutions. Universal Journal of Educational Research, 4(5), 1122-1128.




DOI: http://dx.doi.org/10.46827/ejes.v0i0.3063

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Mehdi Duyan

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2015-2022. European Journal of Education Studies (ISSN 2501 - 1111) is a registered trademark of Open Access Publishing Group. All rights reserved.


This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library (Biblioteca Nationala a Romaniei). All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All authors who send their manuscripts to this journal and whose articles are published on this journal retain full copyright of their articles. All the research works published on this journal are meeting the Open Access Publishing requirements and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License (CC BY 4.0).