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

مدیریت بهره‌وری

مقاله 7، دوره 14، 3(54)پاییز، شهریور 1399، صفحه 148-171   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2019.669750

نویسنده

صمد رحیمی اقدم^*

استادیارگروه مدیریت، دانشگاه تبریز، تبریز، ایران

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

بازاریابی درونی؛ بهره‌وری کارکنان؛ تسهیم دانش؛ صنعت هتل‌داری

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