بازاریابی درونی و بهره‌وری کارکنان با نقش میانجی رفتار تسهیم دانش در صنعت هتل‌داری

نوع مقاله: علمی پژوهشی

نویسنده

استادیارگروه مدیریت، دانشگاه تبریز، تبریز، ایران

10.30495/qjopm.2019.669750

چکیده

 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    جمع­آوری داده­ها 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- طبقه­ای جمع‌آوری و تحلیل شد. نتایج مدل­سازی 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.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Internal Marketing and Employee Productivity with Mediating Role of Knowledge Sharing in Hotel Industry

نویسنده [English]

  • Samad Rahimiaghdam
Assistant Professor, Department of Management, University of Tabriz, Tabriz, Iran
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Employee Productivity
  • internal marketing
  • Knowledge Sharing
  • Hotel Industry
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