İçsel Pazarlamanın Kurumsal İtibar Üzerine Etkisi: Bir Alan Araştırması

Turkish Abstract: Kurumsal itibar; isletmelerin piyasadaki degerini temsil eden unsurlardan biri olup, firmanin kamuoyundaki itibari, imaji ya da onemi anlamina gelmektedir. Bir bakima gecmisten gunumuze kazanilmis olan ve maddi olmayan duran degerini temsil etmektedir. Kurumsal itibarin saglanmasinda hic suphesiz firma calisanlarina buyuk gorev ve sorumluluklar dusmektedir. Kendi ic musterilerini tatmin edemeyen kurumlar dis musterilerini de tatmin edemeyecektir. Bu sebeple ic musterilerin performansini arttirmaya yonelik faaliyetlerde bulunmalidir. Icsel pazarlama; isletmelerde calisanlar arasindaki iliskilerin olumlu bir noktaya getirilmesi, is bolumunun yapilmasi, is birliginin ve nihayetinde firma butunlugunun saglanmasi olarak tanimlanabilir. Icsel pazarlamanin kurumsal itibar uzerine etkisinin incelenmesini amaclayan bu calisma iki kisimdan olusmaktadir. Kuramsal cercevenin yer aldigi birinci kisimda oncelikle kurumsal itibar ile pazarlama arasindaki iliskiye deginilmis, ic musteri ve icsel pazarlama kavramlari aciklanmistir. Uygulama calismasinin bulundugu ikinci kisimda ise, icsel pazarlamanin kurumsal itibar uzerine etkisinin ortaya cikarilmasi amaciyla, Kahramanmaras ilindeki banka personeline uygulanan anket calismasi analiz edilmis ve bu analizin sonuclari aciklanmistir.English Abstract: Corporate reputation; the company is one of the elements representing the value of the market, the public reputation of the company, which means image or importance. It gained from the past in a way and represent the intangible value. No doubt the company is working on a great mission and responsibility in ensuring corporate reputation. Institutions unable to satisfy their own customers will be able to satisfy the internal and external customers. This is the reason must be found in the efforts to improve internal customer performance. Internal marketing; be brought to a positive point of the relationship between those working in the company, making the division of labor, as defined in the cooperation and finally to ensure the integrity of the company. This study aimed to examine the effects of internal marketing, corporate reputation is composed of two parts. In the first part, where the theoretical framework mentioned above on the relationship between marketing and corporate reputation, internal customers and internal marketing concepts are explained. The application where the second part of the study is to reveal the impact on corporate reputation internal marketing purposes, Kahramanmaras province was analyzed in the study questionnaires applied to bank staff and explained the results of this analysis.