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WHICH ORGANIZATIONAL CULTURE SUPPORTS THE MARKET ORIENTATION MORE IN THE HOTEL BUSINESSES?

Year 2018, Volume: 16 Issue: 3, 139 - 161, 30.09.2018
https://doi.org/10.11611/yead.378145

Abstract

The aim of this study is to examine that which organization culture supports more market orientation in hotel businesses. A quantitative research method was used in the research and the research data were obtained through face-to-face surveys of 355 personnel that were working in twenty of 5-star hotels operating in Turkey by using convenience sampling method. Obtained data were analyzed by using Structural Equation Modeling (SEM). As a result of the analysis, it has been determined that the organizational culture has a significant influence on the market orientation in the hotel enterprises.Findings show that culture type which supports customer orientation most is culture of adhocracy however, competitor orientation and interfunctional coordination are the most supported by the market culture in the hotels. It has also been found that adhocracy culture supports competitor orientation and interfunctional coordination more than hierarchy and clan culture.Finally, the results of the analysis show that hierarchical culture has no significant effect on customer orientation and competitor orientation, and it affects the interfunctional coordination negatively

References

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OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?

Year 2018, Volume: 16 Issue: 3, 139 - 161, 30.09.2018
https://doi.org/10.11611/yead.378145

Abstract

Bu araştırmanın amacı, otel işletmelerinde hangi
örgüt kültürünün pazar yönlülüğü daha fazla desteklediğini incelemektir. Araştırmada
nicel araştırma yöntem kullanılmış ve araştırma verileri, kolayda örnekleme
yöntemiyle beş yıldızlı 20 otel işletmesinde görev yapan 355 personelden yüz
yüze anketler yoluyla elde edilmiştir. Elde edilen veriler, yapısal eşitlik
modellemesi (YEM) ile analiz edilmiştir. Analiz sonucunda, otel işletmelerinde
örgüt kültürünün pazar yönlülük üzerinde anlamlı bir etkisinin olduğu
belirlenmiştir. Elde edilen bulgular, otel işletmelerinde müşteri yönlülüğü en
fazla destekleyen kültür tipinin adhokrasi kültürü olduğunu, rakip yönlülüğü ve
fonksiyonlar arası koordinasyonu en fazla destekleyen kültür tipinin ise pazar
kültürü olduğunu göstermektedir. Ayrıca, adhokrasi kültürünün rakip yönlülüğü
ve fonksiyonlar arası koordinasyonu hiyerarşi ve klan kültüründen daha fazla
desteklediği tespit edilmiştir. Son olarak, analiz sonuçları hiyerarşi
kültürünün müşteri yönlülük ve rakip yönlülük üzerinde anlamlı bir etkisinin
olmadığını, fonksiyonlar arası koordinasyonu ise negatif yönlü etkilediğini
göstermektedir. 

References

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  • Dastmalchian, A., Lee, S. ve Ng, I. (2000) “The Interplay between Organizational and National Cultures: A Comparison of Organizational Practices in Canada and South Korea Using the Competing Values Framework”, The International Journal of Human Resource Management, 11 (2): 388-412.
  • Denison, D. R. (1984) “Bringing Corporate Culture to the Bottom Line”, Organizational Dynamics, 13 (2): 4-22.
  • Deshpande, R., Farley, J. U. ve Webster, F. E. (1993) “Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis”, Journal of Marketing, 57 (1): 23-37.
  • Deshpande, R. ve Webster, F. E. (1989) “Organizational Culture and Marketing: Defining the Research Agenda”, The Journal of Marketing, 53 (1): 3-15.
  • Dwyer, L. Teal, G. ve Kemp, S. (1998) “Organisational Culture & Strategic Management in A Resort Hotel”, Asia Pacific Journal of Tourism Research, 3 (1): 27-36.
  • Egeren, M. V. ve O’Connor, S. (1998) “Drivers of Market Orientation and Performance in Service Firms”, Journal of Services Marketing, 12 (1): 39-58.
  • Eren, D. (2003) “Otel İşletmeciliğinde Pazarlama Anlayışı ve Pazar Yönlülük: Türkiye’de Faaliyet Gösteren Dört ve Beş Yıldızlı Otellerde Yapılan Bir Araştırma ve Sonuçları”, Mersin: Mersin Üniversitesi, Sosyal Bilimler Enstitüsü Turizm İşletmeciliği ve Otelcilik Anabilim Dalı, Mersin.
  • Fang, S. R., Chang, E., Ou, C. C. ve Chou, C. H. (2014) “Internal Market Orientation, Market Capabilities and Learning Orientation”, European Journal of Marketing, 48 (1/2): 170-192.
  • Farrell, M. A. (2000) “Developing a Market-Oriented Learning Organisation”, Australian Journal of Management, 25 (2): 201-223. Fiol, C. M. ve Lyles, M. A. (1985) “Organizational learning”, Academy of Management Review, 10 (4): 803-813.
  • Gagliardi, P. (1986) “The Creation and Change of Organizational Cultures: A Conceptual Framework”, Organizational Studies 7 (2): 117-134.
  • George, G., Sleeth, R. G. ve Siders, M. A. (1999) “Organizing Culture: Leader Roles, Behaviors, And Reinforcement Mechanisms”, Journal of Business and Psychology, 13 (4): 545-560.
  • Gray, B., Matear, S., Boshoff, C. ve Matheson, P. (1998) “Developing A Better Measure of Market Orientation”, European Journal of Marketing, 32 (9/10): 884-903.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009) “Multivariate data analysis”, Upper Saddle River, NJ: Prentice Hall.
  • Han, H. ve Verma, R. (2012) “The Effect of Corporate Culture and Strategic Orientation on Financial Performance: An Analysis of South Korean Upscale and Luxury Hotels”, Cornell Hospitality Report, 12 (4): 6-14.
  • Harrington, S. J. ve Guimaraes, T. (2005) “Corporate Culture, Absorptive Capacity and IT Success”, Information and Organization, 15 (1): 39-63.
  • Izquierdo, C. C., Cillán, J. G. ve Gutierrez, S. S. M. (2005) “The Impact of Customer Relationship Marketing on the Firm Performance: A Spanish Case”, Journal of Services Marketing, 19 (4): 234-244.
  • Jaworski, B. J. ve Kohli, A. K. (1993) “Market Orientation: Antecedents and Consequences”, Journal of Marketing 57 (3): 53-70.
  • Jayawardhana, A. A. K. K., Silva, S. D.ve Athauda, A. M. T. P. (2013) “Business Strategy, Market Orientation and Sales Growth in Hotel Industry of Ancient Cities in Sri Lanka”, Tropical Agricultural Research, 24 (3): 228-237.
  • Jogaratnam, G. (2017) “How Organizational Culture Influences Market Orientation and Business Performance in the Restaurant Industry”, Journal of Hospitality and Tourism Management, 31: 211-219.
  • Kalaycı, Ş. (2016) “SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri”, 8. Baskı, Ankara, Dinamik Akademi.
  • Kandampully, J. ve Suhartanto, D. (2000) “Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image”, International Journal of Contemporary Hospitality Management 12 (6): 346-351.
  • Kim, G. S. (2007) “The Service Recovery Strategies, Customer Satisfaction, Customer Loyalty”, Asian Journal on Quality, 8 (1): 76-86.
  • Kim, M., Choi, L., Knutson, B. J. ve Borchgrevink, C. P. (2017) “Hotel employees’ Organizational Behaviors from Cross-National Perspectives”, International Journal of Contemporary Hospitality Management, 29 (12): 3082-3100.
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  • Kohli, A. K. ve Jaworski, B. J. (1990) “Market Orientation: The Construct, Research Proposition and Managerial Implication”, Journal of Marketing, 54 (2): 1-18.
  • Kosuge, R. (2007) “Internal Effects of Customer Contact within Service Organizations: Implications for Developing a Customer-oriented Organizational Culture”, Annals of Business Administrative Science 6: 1-14.
  • Kotler, P., Armstrong, G., Saunders, J. ve Wong, V. (1999) “Principles of Marketing. Milan”, Prentice Hall, Europe.
  • Lawrence, P. R. ve Lorsch, J. W. (1967) “Organization and Environment; Managing Differentiation and Integration”, Harvard Business School Press.
  • Lehtinen, U. ve Lehtinen, J. R. (1991) “Two Approaches to Service Quality Dimensions”, The Service Industries Journal, 11 (3): 287-303.
  • Louis, M. R. (1980) “Surprise and Sense Making: What Newcomers Experience in Entering Organizational Settings”, Administrative Science Quarterly, 25 (2): 226-251.
  • Lund, D. B. (2003) “Organizational Culture and Job Satisfaction”, Journal of Business & Industrial Marketing, 18 (3): 219-236.
  • Matin, H. Z., Jandaghi, G., Khanifar, H. ve Heydari, F. (2009) “Designing A Competent Organizational Culture Model for Customer Oriented Companies”, African Journal of Business Management, 3 (7): 281-293.
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There are 75 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Yusuf Bilgin 0000-0003-0656-2031

Publication Date September 30, 2018
Published in Issue Year 2018 Volume: 16 Issue: 3

Cite

APA Bilgin, Y. (2018). OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?. Journal of Management and Economics Research, 16(3), 139-161. https://doi.org/10.11611/yead.378145
AMA Bilgin Y. OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?. Journal of Management and Economics Research. September 2018;16(3):139-161. doi:10.11611/yead.378145
Chicago Bilgin, Yusuf. “OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?”. Journal of Management and Economics Research 16, no. 3 (September 2018): 139-61. https://doi.org/10.11611/yead.378145.
EndNote Bilgin Y (September 1, 2018) OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?. Journal of Management and Economics Research 16 3 139–161.
IEEE Y. Bilgin, “OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?”, Journal of Management and Economics Research, vol. 16, no. 3, pp. 139–161, 2018, doi: 10.11611/yead.378145.
ISNAD Bilgin, Yusuf. “OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?”. Journal of Management and Economics Research 16/3 (September 2018), 139-161. https://doi.org/10.11611/yead.378145.
JAMA Bilgin Y. OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?. Journal of Management and Economics Research. 2018;16:139–161.
MLA Bilgin, Yusuf. “OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?”. Journal of Management and Economics Research, vol. 16, no. 3, 2018, pp. 139-61, doi:10.11611/yead.378145.
Vancouver Bilgin Y. OTEL İŞLETMELERİNDE HANGİ ÖRGÜT KÜLTÜRÜ PAZAR YÖNLÜLÜĞÜ DAHA FAZLA DESTEKLİYOR?. Journal of Management and Economics Research. 2018;16(3):139-61.