THE EFFECT OF INTERNAL MARKETING ORIENTATION ON EMPLOYEE CAREER SATISFACTION: THE CASE OF ISTANBUL HOTEL INDUSTRY / ANNA KOLMAKOVA; SUPERVISOR: ASST. ORIF. DR. GEORGIANA KARADAŞ
Dil: İngilizce 2021Tanım: 72 sheets; 30 cmİçerik türü:- text
- unmediated
- volume
- THE MEDIATING ROLE OF BRAND IDENTIFICATION
Thesis
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Thesis
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CIU LIBRARY Tez Koleksiyonu | Tez Koleksiyonu | YL 1986 K65 2021 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | T2210 | |||
Suppl. CD
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CIU LIBRARY Görsel İşitsel | YL 1986 K65 2021 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | CDT2210 |
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 50-63)
ABSTRACT Retention of staff is a key aspect of managing businesses, which is more vivid for tourism industry as turnover rates are relatively high in this sector. To address this issue, this study aims to investigate internal market orientation of hotel sector in Istanbul, Turkey with regards to career satisfaction of employees. Additionally, the mediating role of brand identification is examined to further increase the degree of which the aforementioned relationship can be explained. As the current research aims to investigate employees' state of work and perception, hotel staff will be selected based on a convenience sampling method that allows the researcher to better adjust the frames of this research. Furthermore, a total number of 5 hotels are selected to conduct this research and relevant communications have been made with the managers of hotels to establish the understanding of conducting this research. The research provides a thorough theoretical background from recent and relevant studies, while contributing to current understanding of the issue at hand through expanding the boundaries of literature to Turkey as this model has not been tested in this region prior to the conduct of this research. It is assumed that the mediating role might be significant within the environment of hotel sector and the positive effect of internal market orientation on career satisfaction to be statistically significant. A total number of 280 responses were collected for the means of this research. This research used questionnaire survey to address the issue and SPSS and PROCESS were used for the data to be analyzed. The results supported the hypotheses of this study and showed that there is a positive and significant impact on employee's degree of satisfaction of their careers when the internal marketing orientation of hotels is available. In addition, it was found that the brand identification factor has a mediating role between the aforementioned relationships.