İçsel Pazarlamanın İş Tatmini ve İşten Ayrılma Niyeti Üzerindeki Rolü: Spor ve Fiziksel Etkinlik İşletmeleri Üzerine Ampirik Bir İnceleme

Market share of sport and physical activity organizations in the services sector has been steadily increasing because of changing consumer lifestyles and elevated levels of consumer awareness and interest in health and fitness. Therefore, the objective of this study was to investigate the role of internal marketing on employee job satisfaction and turnover intentionin the sport and physical activity organizations. Internal Marketing (Foreman and Money, 1995), job satisfaction (Chang and Chang, 2007) and turnover intention (Landau and Hammer, 1986) scales were used as data collection instruments. The data for the study were collected from fitness trainers (N=142) who were employed in commercial fitness centers. The study results demonstrate that there is a significant positive relationship between internal marketing and job satisfaction. The results also show that turnover intention is significantly influenced by internal marketing and job satisfaction. Furthermore, the effects of internal marketing on turnover intention were fully mediated by job satisfaction.