بازاریابی درونی و بهره‌وری کارکنان با نقش میانجی رفتار تسهیم دانش در صنعت هتل‌داری
محورهای موضوعی : مدیریت(منابع انسانی)
صمد رحیمی اقدم
1
(
استادیارگروه مدیریت، دانشگاه تبریز، تبریز، ایران
)
کلید واژه: تسهیم دانش, بهره‌وری کارکنان, بازاریابی درونی, صنعت هتل‌داری,
چکیده مقاله :
بهره‌وری کارکنان خدماتی از موضوعاتی است که امروزه به موضوع مورد علاقه پژوهشگران و مدیران تبدیل‌شده است. پژوهش حاضر با هدف ارائه راهکارهای کاربردی برای بهبود بهره‌وری کارکنان هتل‌های استان آذربایجان شرقی مبتنی بر بازاریابی درونی و رفتار تسهیم دانش موردمطالعه قرار گرفت. این پژوهش از نظر هدف کاربردی و بر اساس روش یک تحقیق توصیفی- همبستگی است. برای جمع آوری داده ها از پرسشنامه استفاده شد. روایی پرسشنامه توسط خبرگان و تحلیل عاملی تأییدی سؤالات و پایایی آن توسط ضریب آلفای کرون باخ تأیید شد. جامعه آماری پژوهش، مدیران و کارکنان هتل‌های استان آذربایجان شرقی به تعداد 565 نفر بوده و در نهایت 232 پرسشنامه به روش نمونه‌گیری تصادفی- طبقه ای جمع‌آوری و تحلیل شد. نتایج مدل سازی معادلات ساختاری نشان داد، بازاریابی درونی به‌طور مستقیم با ضریب مسیر 60/0 و به‌طور غیرمستقیم با نقش میانجی رفتار تسهیم دانش با ضریب مسیر 21/0، بر بهره‌وری منابع انسانی و با ضریب مسیر 53/0 بر رفتار تسهیم دانش تأثیر مثبت دارد. همچنین سازه رفتار تسهیم دانش با ضریب مسیر 41/0 تأثیر مثبت بر بهره‌وری منابع انسانی دارد. نتیجه حاکی از نقش میانجی جزئی متغیر رفتار تسهیم دانش است. لذا به مدیران ارشد هتل‌ها پیشنهاد می‌شود رویه‌های بازاریابی درونی را در جهت تسهیم دانش بیشتر و بهره‌وری کارکنان تدوین و اجرا کنند.
Service employee productivity has nowadays intrigued researchers and managers. The current applied correlational-descriptive enquiry aimed to offer practical resolutions for improving employee productivity in East Azerbaijan hotel industry based on internal marketing and knowledge sharing. The research data were collected based on a questionnaire the validity of which had been investigated via expert view and confirmatory factor analysis and the reliability of which had been explored through Cronbach alpha coefficient. The research population comprised 565 managers and employees at various hotels in East Azerbaijan province from whom a cluster sample of 232 was randomly selected to complete the questionnaire. The gleaned data were analyzed via Structural Equation Modeling. The results revealed that internal marketing directly impacted employee productivity with path coefficient of 0.6 and indirectly through mediating role of knowledge sharing with path coefficient of 0.21; internal marketing was also found to impact knowledge sharing with path coefficient of 0.53. Knowledge sharing was also found to have a positive effect on employee’s productivity with path coefficient of 0.41. The results underscore the partial mediating role of knowledge sharing and recommend that senior hotel managers employ internal marketing in order to improve knowledge sharing and enhance employee productivity.
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Berry, L. (1981). The employee as customer. Journal of Retail Banking, 3(7), 25–80.
Boukis, A. (2019). Internal market orientation as a value creation mechanism, Journal of Services Marketing, 33(2), 233-244.
Boukis, A., Kaminakis, K., Siampos, A. and Kostopoulos, I. (2015). Linking internal marketing with customer outcomes, Marketing Intelligence & Planning, 33 (3), 394 -413.
Chang, C. C., Tseng, K. H., & Chen, C. W. (2012). The moderating role of online community participation in the relationship between internal marketing and organizational citizenship behavior, Social Behavior and Personality: An International Journal, 40(10), 1725–1738.
Chen, W., and H. Cheng. (2012). Factors Affecting the Knowledge Sharing Attitude of Hotel Service Personnel. International Journal of Hospitality Management, 31(2), 468–476.
Faraji, M.; Faraji, B.; Sehat, S. (2017). The investigation of the effect of using ICT on increasing the employees' productivity (Case study: Bank Maskan personnels in Tabriz), Productivity Management, 11, 3(42), 149-174.[In Persian]
Foreman, S. K. & Money, A. H. (1995). Internal marketing: Concepts, measurement and application, Journal of Marketing Management, 11(8), 755-768.
George G. Panigyrakis, Prokopis K. Theodoridis, (2009). Internal marketing impact on business performance in a retail context, International Journal of Retail & Distribution Management, 37(7), 600-628.
George, G., (2009). Internal marketing impact on business performance in a retail context. International Journal of Retail & Distribution Management, 37(7), 600–628.
Hadizadeh moghadam, A., Mohebi, P., Ghlichlee, B. (2013). Relationship between Knowledge Sharing and Innovation in Financial Service Organizations (Case Study: Refah Kargaran Bank), Management Research in Iran, 17(1), 201-220. [In Persian]
Hameed, Z., Khan, I., Sheikh, Z., Islam, T., Rasheed, M., Naeem, R. (2019). Organizational justice and knowledge sharing behavior: The role of psychological ownership and perceived organizational support, Personnel Review, 48(3), 748-773.
Harris, E. G. and Fleming, D. E. (2017). The productive service employee: personality, stress, satisfaction and performance, Journal of Services Marketing, 31(4), 499-511.
Hasani kakhaki, A. and Zahedi, Sh., (2012). A Model for Explaining the Role of Participation of Employees in Public Sector Human Productivity Enhancement, Journal of Public Administration, 4(11), 69-90.[In Persian].
Hosseini Sarkhosh, S.; Akhavan, P. (2016). The role of social capital in promoting the knowledge sharing and employees’ productivity in knowledge based industrial organizations, Productivity Management, 10(38), 33-62.[In Persian]
Iqbal, N., Ahmad, M., Allen, M. and Raziq, M. M. (2018). Does e-HRM improve labour productivity? A study of commercial bank workplaces in Pakistan, Employee Relations, 40(2), 281-297.
Iranzadeh, S.; fakhimiazar, S. and Jedare sefedgare, A. (2015). Effect of KM Components on Labor Productivity using factor Analysis in Finance and Credit Institution of Tabriz, Productivity Management, 9, 2(33), 27-45. [In Persian]
Iranzadeh, S.; Mesbahi, N.; Shokri, A.; Ebrahimi, R. (2016). A study of the relation between organizational agility dimensions and the productivity of Dana insurance company employees in East Azarbaijan province, Productivity Management, 10, 3(38), 117-146. [In Persian]
Khoreva, V. and Wechtler, H. (2018). HR practices and employee performance: the mediating role of well-being, Employee Relations, 40(1), 227-243.
Kim, J., Song, H. J. and Lee, CH., (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions, International Journal of Hospitality Management, 55, 25-32.
Koo, K., Kim, S. J., & Kim, K. H. (2016). The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance, Journal of Global Scholars of Marketing Science, 26(1), 51-65.
Latifian, A. and Doaei, H. (2013). Designing Personnel Productive Conceptual Model by Interpretive Structural Approach (A case study of plan and program deputy section of ferdowsi university of mashhad), Public Management Researches, 6(20), 5-33.[In Persian]
Li, J., Yuan, L., Ning, L. and Li-Ying, J. (2015). Knowledge sharing and affective commitment: themediating role of psychological ownership, Journal of Knowledge Management, 19(6), 1146-1166.
Lin, H.F. (2007), Knowledge sharing and firm innovation capability: An empirical study. International Journal of Manpower, 28(3/4), 315−332.
Nonaka, I., Von Krogh, G. and Voelpel, S. (2006), Organizational knowledge creation theory: evolutionary paths and future advances, Organization Studies, 27(8), 1179-1208.
Park, J. H. and Tran, T. B. H. (2018). From internal marketing to customer- perceived relationship quality: evidence of Vietnamese banking firms, Total Quality Management & Business Excellence, 31(7-8), 777-799.
Paul, J. And Sahadev, S., (2016). Service failure and problems: Internal marketing solutions for facing the future, Journal of Retailing and Consumer Services, 40, 304-311.
Philsoophian M, Akhavan P. (2017). The effect of knowledge sharing behavior on organizational performance (Case Study: Iranian Space Agency), Information Sciences & Technology, 32 (3), 713-730. [In Persian]
Rajabi Farjad, H.; Mirsepasi, N. and Samiei, M. (2018). Investigating the effect of organizational silence on manpower productivity (Case Study: The main office of Transportation and Terminal Department in central Province) Productivity Management, 11(43), 187-209. [In Persian]
Rajaei Azarkharani, A.; Rajaeipor, S.; Hoveida, R. and Movahedi, F. (2015). The Relationship between Knowledge Sharing and Academic Quality Improvement from the Viewpoints of Faculty Members at Isfahan Selected Universities, Health information management, 6(40), 760-769. [In Persian]
Sepahvand, R., Rahimiaghdam, S. and Arefnejhad. M (2014). The Role of Perceived Justice in the Relationship between Organizational Justice and Staff Performance, journal of public administration, 6(1): 131-150. [In Persian]
Sohail, M. Sadiq. And Jang, J. (2017). Understanding the relationships among internal marketing practices, job satisfaction, service quality and customer satisfaction: an empirical investigation of Saudi Arabia’s service employees, International Journal of Tourism Sciences, 17(2), 67-85.
Taghipour farshi, F., and entesar Fomani, G. H. (2017). The Relationship of Personality Traits with Productivity Emphasizing on Mediation Emotionality role in Teaching board of Azad University Academic Members in Tabriz (Case study), Productivity Management, 10(39), 151-170. [In Persian]
Tang, A. D, Chang, M. & Cheng, ch. (2017): Enhancing knowledge sharing from self-initiated expatriates in Vietnam: the role of internal marketing and work-role adjustment in an emerging economy, Asia Pacific Business Review, 23(5), 677-696.
Violetta Khoreva, Heidi Wechtler, (2018). HR practices and employee performance: the mediating role of well-being", Employee Relations, 40(1), 227-243.
Yang, Jen-Te. (2015). Effect of internal marketing on knowledge sharing and organizational effectiveness in the hotel industry. Total Quality Management and business excellence, 26(1-2), 76 –92.
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Aryee, S., Walumbwa, F.O., Seidu, E.YM. & Otaye, L.E. (2013). Developing and leveraging human capital resource to promote service quality: Testing a theory of performance. Journal of Management, 42(2), 1–20.
Berry, L. (1981). The employee as customer. Journal of Retail Banking, 3(7), 25–80.
Boukis, A. (2019). Internal market orientation as a value creation mechanism, Journal of Services Marketing, 33(2), 233-244.
Boukis, A., Kaminakis, K., Siampos, A. and Kostopoulos, I. (2015). Linking internal marketing with customer outcomes, Marketing Intelligence & Planning, 33 (3), 394 -413.
Chang, C. C., Tseng, K. H., & Chen, C. W. (2012). The moderating role of online community participation in the relationship between internal marketing and organizational citizenship behavior, Social Behavior and Personality: An International Journal, 40(10), 1725–1738.
Chen, W., and H. Cheng. (2012). Factors Affecting the Knowledge Sharing Attitude of Hotel Service Personnel. International Journal of Hospitality Management, 31(2), 468–476.
Faraji, M.; Faraji, B.; Sehat, S. (2017). The investigation of the effect of using ICT on increasing the employees' productivity (Case study: Bank Maskan personnels in Tabriz), Productivity Management, 11, 3(42), 149-174.[In Persian]
Foreman, S. K. & Money, A. H. (1995). Internal marketing: Concepts, measurement and application, Journal of Marketing Management, 11(8), 755-768.
George G. Panigyrakis, Prokopis K. Theodoridis, (2009). Internal marketing impact on business performance in a retail context, International Journal of Retail & Distribution Management, 37(7), 600-628.
George, G., (2009). Internal marketing impact on business performance in a retail context. International Journal of Retail & Distribution Management, 37(7), 600–628.
Hadizadeh moghadam, A., Mohebi, P., Ghlichlee, B. (2013). Relationship between Knowledge Sharing and Innovation in Financial Service Organizations (Case Study: Refah Kargaran Bank), Management Research in Iran, 17(1), 201-220. [In Persian]
Hameed, Z., Khan, I., Sheikh, Z., Islam, T., Rasheed, M., Naeem, R. (2019). Organizational justice and knowledge sharing behavior: The role of psychological ownership and perceived organizational support, Personnel Review, 48(3), 748-773.
Harris, E. G. and Fleming, D. E. (2017). The productive service employee: personality, stress, satisfaction and performance, Journal of Services Marketing, 31(4), 499-511.
Hasani kakhaki, A. and Zahedi, Sh., (2012). A Model for Explaining the Role of Participation of Employees in Public Sector Human Productivity Enhancement, Journal of Public Administration, 4(11), 69-90.[In Persian].
Hosseini Sarkhosh, S.; Akhavan, P. (2016). The role of social capital in promoting the knowledge sharing and employees’ productivity in knowledge based industrial organizations, Productivity Management, 10(38), 33-62.[In Persian]
Iqbal, N., Ahmad, M., Allen, M. and Raziq, M. M. (2018). Does e-HRM improve labour productivity? A study of commercial bank workplaces in Pakistan, Employee Relations, 40(2), 281-297.
Iranzadeh, S.; fakhimiazar, S. and Jedare sefedgare, A. (2015). Effect of KM Components on Labor Productivity using factor Analysis in Finance and Credit Institution of Tabriz, Productivity Management, 9, 2(33), 27-45. [In Persian]
Iranzadeh, S.; Mesbahi, N.; Shokri, A.; Ebrahimi, R. (2016). A study of the relation between organizational agility dimensions and the productivity of Dana insurance company employees in East Azarbaijan province, Productivity Management, 10, 3(38), 117-146. [In Persian]
Khoreva, V. and Wechtler, H. (2018). HR practices and employee performance: the mediating role of well-being, Employee Relations, 40(1), 227-243.
Kim, J., Song, H. J. and Lee, CH., (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions, International Journal of Hospitality Management, 55, 25-32.
Koo, K., Kim, S. J., & Kim, K. H. (2016). The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance, Journal of Global Scholars of Marketing Science, 26(1), 51-65.
Latifian, A. and Doaei, H. (2013). Designing Personnel Productive Conceptual Model by Interpretive Structural Approach (A case study of plan and program deputy section of ferdowsi university of mashhad), Public Management Researches, 6(20), 5-33.[In Persian]
Li, J., Yuan, L., Ning, L. and Li-Ying, J. (2015). Knowledge sharing and affective commitment: themediating role of psychological ownership, Journal of Knowledge Management, 19(6), 1146-1166.
Lin, H.F. (2007), Knowledge sharing and firm innovation capability: An empirical study. International Journal of Manpower, 28(3/4), 315−332.
Nonaka, I., Von Krogh, G. and Voelpel, S. (2006), Organizational knowledge creation theory: evolutionary paths and future advances, Organization Studies, 27(8), 1179-1208.
Park, J. H. and Tran, T. B. H. (2018). From internal marketing to customer- perceived relationship quality: evidence of Vietnamese banking firms, Total Quality Management & Business Excellence, 31(7-8), 777-799.
Paul, J. And Sahadev, S., (2016). Service failure and problems: Internal marketing solutions for facing the future, Journal of Retailing and Consumer Services, 40, 304-311.
Philsoophian M, Akhavan P. (2017). The effect of knowledge sharing behavior on organizational performance (Case Study: Iranian Space Agency), Information Sciences & Technology, 32 (3), 713-730. [In Persian]
Rajabi Farjad, H.; Mirsepasi, N. and Samiei, M. (2018). Investigating the effect of organizational silence on manpower productivity (Case Study: The main office of Transportation and Terminal Department in central Province) Productivity Management, 11(43), 187-209. [In Persian]
Rajaei Azarkharani, A.; Rajaeipor, S.; Hoveida, R. and Movahedi, F. (2015). The Relationship between Knowledge Sharing and Academic Quality Improvement from the Viewpoints of Faculty Members at Isfahan Selected Universities, Health information management, 6(40), 760-769. [In Persian]
Sepahvand, R., Rahimiaghdam, S. and Arefnejhad. M (2014). The Role of Perceived Justice in the Relationship between Organizational Justice and Staff Performance, journal of public administration, 6(1): 131-150. [In Persian]
Sohail, M. Sadiq. And Jang, J. (2017). Understanding the relationships among internal marketing practices, job satisfaction, service quality and customer satisfaction: an empirical investigation of Saudi Arabia’s service employees, International Journal of Tourism Sciences, 17(2), 67-85.
Taghipour farshi, F., and entesar Fomani, G. H. (2017). The Relationship of Personality Traits with Productivity Emphasizing on Mediation Emotionality role in Teaching board of Azad University Academic Members in Tabriz (Case study), Productivity Management, 10(39), 151-170. [In Persian]
Tang, A. D, Chang, M. & Cheng, ch. (2017): Enhancing knowledge sharing from self-initiated expatriates in Vietnam: the role of internal marketing and work-role adjustment in an emerging economy, Asia Pacific Business Review, 23(5), 677-696.
Violetta Khoreva, Heidi Wechtler, (2018). HR practices and employee performance: the mediating role of well-being", Employee Relations, 40(1), 227-243.
Yang, Jen-Te. (2015). Effect of internal marketing on knowledge sharing and organizational effectiveness in the hotel industry. Total Quality Management and business excellence, 26(1-2), 76 –92.
