تعیین سهم نسبی عملکرد کارکنان از بازاریابی داخلی (مطالعه موردی: ادارات ورزش و جوانان استان خراسان رضوی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد،گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، سبزوار، ایران.

2 استادیار،گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، سبزوار، ایران

3 دانشیار،گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه حکیم سبزواری، سبزوار، ایران

چکیده

هدف از انجام تحقیق حاضر تعیین سهم نسبی عملکرد کارکنان از بازاریابی داخلی بود. این تحقیق توصیفی و از نوع همبستگی بود. جامعه آماری تحقیق کلیه کارکنان ادارات ورزش و جوانان استان خراسان رضوی بود. روش نمونه گیری در انتخاب ادارات از نوع هدفمند بوده و در انتخاب کارکنان از نوع کل شمار بود و در مجموع تعداد 120 پرسشنامه جمع آوری شد. ابزار گردآوری اطلاعات پرسشنامه استاندارد عملکرد شغلی پاترسون (1990) و پرسشنامه بازاریابی داخلی بانسال (2001) بود. روایی پرسشنامه‌ها پس از ترجمه و بومی سازی به تأیید ده تن از اساتید متخصص در حوزه مدیریت ورزشی رسید. پایایی پرسشنامه‌ها با استفاده از ضریب آلفای کرونباخ برای پرسشنامه عملکرد شغلی پاترسون (97/0) و برای پرسشنامه بازاریابی داخلی بانسال (94/0) بدست آمد. تجزیه و تحلیل داده‌ها در دو سطح توصیفی و استنباطی (آزمون کلموگروف اسمیرنوف، ضریب همبستگی پیرسون و رگرسیون چندگانه) مورد سنجش قرار گرفت. نتایج تحقیق نشان داد ارتباط معنیداری بین بازاریابی داخلی با عملکرد کارکنان در این ادارات وجود دارد (01/0, p<74/0r=). همچنین نتایج آزمون رگرسیون چندگانه نشان داد که از بین مولفه‌های بازاریابی داخلی، امنیت شغلی، تسهیم اطلاعات و توانمندسازی کارکنان پیش بینهای معنی داری برای عملکرد شغلی کارکنان بودند. با توجه به نتایج پژوهش، در مجموع بازاریابی داخلی میتواند نقش پررنگی در ارتقاء و بهبود عملکرد کارکنان داشته باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The Determination of the Relative Contribution of staff performance by internal marketing marketing (Case Study: Youth and Sports Office of Khorasan Razavi province)

نویسندگان [English]

  • mahmood izadi 1
  • Ali Benesbordi 2
  • Mohamadreza Moeinfard 3
1 Sport management department, Sport Science faculty, Hakim Sabzevari University, Sabzevar, Iran
2 Sport Management Department, Sport Science Faculty, Hakim Sabzevari University, Sabzevar, Iran
3 Sport management department, Sport science faculty, Hakim sabzevari university, sabzevar, Iran
چکیده [English]

The aim of this study was the Determination of the Relative Contribution of staff performance by internal marketing. It was a descriptive and correlational research. Statistical population of this study was all employees of the sports and youth offices in ‎Khorasan Razavi province. Sampling method in selection of offices was purposeful and in selection of employees was total number type and ‎altogether 120 questionnaires were collected. Research tool was Paterson's job performance questionnaire and Bansal's internal marketing questionnaires. ‎ The validity of questionnaires after translation and localization was approved by 10 of sport ‎management professors.‎ Reliability of questionnaires using Cronbach's alpha coefficient for Paterson's job performance questionnaire (0.97) and for Bansal's internal marketing questionnaire (0.94) was obtained. Data analysis at both descriptive and inferential level (kolmogorov - smirnov test, pearson ‎correlation coefficient, multiple regression) was measured. The result of research showed that there is a significant relationship between internal marketing and staff performance (r= 0.74, p<0.01). Also the ‎result of multiple regression test showed that that ‎‎3 components: occupational safety, information sharing and staff empowerment are significant predictors for job performance. According to the results, generally internal marketing can improve the staff performance.

کلیدواژه‌ها [English]

  • Employee Performance
  • Empowerment
  • Information Sharing
  • Internal Marketing
  • occupational safety

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