نقش تعديل گر تجانس فرهنگي در روابط بين فعاليت هاي بازاريابي دروني و رضايت مندي كاركنان حوزه گردشگري منطقه غرب ايران، عراق و تركيه

Investigating the Moderating Role of Cultural Homogeneity in the Relationship between Internal Marketing and Employee Satisfaction among Tourism staff in Iraq, Turkey, and Western Iran

ﻧﻘﺶ ﺑﺎزارﯾﺎﺑﯽ دروﻧﯽ در رواﺑﻂ رﺿﺎﯾﺘﻤﻨﺪي ﮐﺎرﮐﻨﺎن ﺑﻪ ﺻﻮرت ﺗﺠﺮﺑﯽ ﺑﺮرﺳﯽ ﺷﺪه اﺳﺖ. ﺑﯿﺶ از 200 ﺗﺤﻘﯿﻖ در زﻣﯿﻨﻪ ﺑﺎزارﯾﺎﺑﯽ دروﻧﯽ اﻧﺠﺎم ﺷﺪه و ﺗﻌﺪاد ﮐﻤﯽ از ﺗﺤﻘﯿﻘﺎت در ﻣﻮرد ﻧﻘﺶ ﮐﺎرﮐﻨﺎن در ﭘﺲ زﻣﯿﻨﻪ ﻫﺎي ﻓﺮﻫﻨﮕﯽ اﺳﺖ. ﺑﻪدﻧﺒـﺎل ﺷـﮑﺎف ﻣﻮﺟـﻮد در ادﺑﯿﺎت، اﯾﻦ ﭘﮋوﻫﺶ ﻗﺼﺪ دارد ﮐﻪ اﺛﺮ ﺗﻌﺪﯾﻞﮔﺮ ﺗﺠﺎﻧﺲ ﻓﺮﻫﻨﮕﯽ را ﺑﺮ ﻋﻤﻠﯿﺎت ﺑﺎزارﯾﺎﺑﯽ دروﻧﯽ و رواﺑﻂ رﺿـﺎﯾﺘﻤﻨﺪي ﮐﺎرﮐﻨـﺎن از ﻟﺤﺎظ ﻓﺮﻫﻨﮕﯽ در ﻣﺤﯿﻂ ﮐﺎر ﺑﺮرﺳﯽ ﮐﻨﺪ؟ ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮرﺳﯽ راﺑﻄﻪ ﺑﺎزارﯾﺎﺑﯽ دروﻧﯽ و رﺿﺎﯾﺘﻤﻨﺪي ﮐﺎرﮐﻨﺎن ﺑـﺎ ﺗﻮﺟـﻪ ﺑﻪ ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮ ﺗﺠﺎﻧﺲ ﻓﺮﻫﻨﮕﯽ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف، ﮐﺎرﺑﺮدي ﺑﻮده و از ﻟﺤﺎظ اﺳـﺘﺮاﺗﮋي از ﻧـﻮع ﭘـﮋوﻫﺶ ﻫـﺎي ﮐﻤﯽ و ﺑﻪ روش ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري آن، ﮐﺎرﮐﻨﺎن ﺣﻮزه ﮔﺮدﺷﮕﺮي در ﻣﯿﺎن ﮐﺮدﻫﺎي ﻋﺮاﻗـﯽ، اﯾﺮاﻧـﯽ و ﺗﺮﮐﯿـﻪ ﻣﯽ ﺑﺎﺷﻨﺪ ﮐﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻃﺒﻘﻪاي و در دﺳﺘﺮس، ﻧﻤﻮﻧﻪاي 338 ﻧﻔﺮي از ﻣﯿﺎن آن ﻫﺎ اﻧﺘﺨﺎب ﺷﺪ. ﺟﻤـﻊ آوري اﻃﻼﻋـﺎت ﺑـﻪ دو روش ﮐﺘﺎﺑﺨﺎﻧﻪاي و ﻣﯿﺪاﻧﯽ )ﭘﺮﺳﺶﻧﺎﻣﻪ( ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ ﮐﻪ ﺑﻪ ﺻﻮرت آﻧﻼﯾﻦ و ﭼﻬﺮه ﺑﻪ ﭼﻬﺮه ﻧﻈﺮﺳﻨﺠﯽ ﺻﻮرت ﮔﺮﻓﺖ. ﺳﺎزهﻫﺎ از ﻃﺮﯾﻖ اﺳﺘﻔﺎده از ﻣﻘﯿﺎسﻫﺎي ﻣﻮﺟﻮد ﻣﻮرد اﻧﺪازه ﮔﯿﺮي ﻗﺮار ﮔﺮﻓﺘﻪ و ﺑﻪ ﻣﻨﻈﻮر ﺑﺮرﺳـﯽ ﺗـﺄﺛﯿﺮ ات از روش ﺗﺤﻠﯿـﻞ ﻋـﺎﻣﻠ ﯽ ﺗﺄﯾﯿﺪي و ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ راﺑﻄﻪ ﻣﺜﺒﺘﯽ ﺑﯿﻦ ﻋﻤﻠﯿﺎت ﺑﺎزارﯾـﺎﺑﯽ دروﻧـﯽ و رﺿـﺎﯾﺘﻤﻨﺪي ﮐﺎرﮐﻨﺎن وﺟﻮد دارد )0/53(. ﺑﻪﻋﻼوه، ﻧﺘﺎﯾﺞ ﻋﻤﻠﯽ و ﻧﻈﺮي اﯾﻦ ﺗﺤﻘﯿﻖ و ﺷﻮاﻫﺪ ﺗﺠﺮﺑﯽ اﯾﻦ ﻧﮑﺘـﻪ را ﺗﺄﯾﯿـﺪ ﻣـﯽ ﮐﻨـﺪ ﮐـﻪ ﺗﺠـﺎﻧﺲ ﻓﺮﻫﻨﮕﯽ ﻣﯽ ﺗﻮاﻧﺪ ﻋﻤﻠﯿﺎت ﺑﺎزارﯾﺎﺑﯽ دروﻧﯽ و رﺿﺎﯾﺘﻤﻨﺪي ﮐﺎرﮐﻨﺎن را ﺑﯿﺸﺘﺮ ﺗﻘﻮﯾﺖ ﮐﻨﺪ )0/678(.

The role of internal marketing in employee satisfaction has been empirically investigated in more than 200 researches so far. However, few studies have addressed the role of employees in cultural backgrounds. Taking this literature gap into consideration, this descriptive survey study sought to survey the moderating effect of cultural homogeneity on the relationship between internal marketing and employee satisfaction in the workplace. The study's statistical population comprised the Iranian, Iraqi, Turkish, and Kurdish tourism employees, out of which 338 staff were selected via the available sampling method. The required data were collected through library research and questionnaires. Confirmatory factor analysis and structural equation modeling were used to analyze the collected data. The results of the study indicated that there was a positive correlation between internal marketing and employee satisfaction (0.53). Moreover, the study's practical and theoretical findings confirmed that cultural homogeneity could further enhance internal marketing and employee satisfaction (0.678).