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

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 (N = 224). As a data collection tool, the IM-11 scale developed by Yildiz and Kara (2017) was used to measure internal marketing, and the organizational citizenship behavior scale developed by Bolat, Bolat and Seymen ( 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.

The Relationship between Internal Marketing and Employee Organizational Withdrawal Behaviors: Empirical Evidence from Sports Organizations

“…Wijaya and Rezeki (2020) argue that if employees' satisfaction with the workplace increases, they can respond to it by strengthening their efforts in the workplace. Similarly, based on the findings of our study, we argue that by meeting the expectations of employees through internal marketing practices, organizational withdrawal can be reduced by increasing their motivation (Amangala & Wali, 2013), job satisfaction, organizational commitment (Joung et al, 2015), and organizational citizenship behavior (Duyan, 2021). Therefore, it can be said that internal marketing, which has an important effect on the formation of job satisfaction, also has the feature of preventing the formation of possible negative effects (psychological withdrawal, being late, absenteeism, and leaving the job) on employees (Beehr & Gupta, 1978).…”

The Moderating Role of Internal Marketing on the Relationship Between Organizational Trust and Job Engagement: Evidence From Hotels and Travel Agencies

“…As Shazia (2017) stated, it's more crucial than external marketing because engaged employees become powerful allies in achieving organizations' marketing goals. Previous studies indicated that IM leads to virtuous outcomes such as increased motivation, improved job performance, stronger organizational commitment, and enhanced organizational citizenship behaviors (Joung et al, 2015;Duyan, 2021;Hashad et al, 2023). Previous research has extensively explored the connection between organizational trust and job engagement in various contexts, including higher educational institutions (Yildiz, 2016), the health sector (Al-Weshah, 2019;Ragab and Saleh, 2020;Håvold et al, 2021), and retail food businesses (Khawaja and Ahmed, 2021).…”