تعيين ارتباط بازاريابي داخلي با كيفيت خدمات در اداره كل ورزش و جوانان استان گلستان

The relationship between internal marketing and service quality in sport and youth organization in Golestan province

ﻣﻔﻬﻮم ﺑﺎزارﻳﺎﺑﻲ داﺧﻠﻲ ﻳﻚ روﻳﻜﺮد ﻧﺴﺒﺘﺎ ﺗﺎزه اي اﺳﺖ ﻛﻪ ﺗﻮﺳﻂ ﻣﺤﻘﻘﺎن ﻣﻮرد ﺗﺤﻘﻴﻖ ﻗﺮار ﻣﻲ ﮔﻴﺮد و ﺳﺎزﻣﺎن ﻫﺎ ﺧﻮد را ﺑﺎ آن ﻣﻄﺎﺑﻘﺖ ﻣﻲ دﻫﻨﺪ ﺗﺎ ﻛﻴﻔﻴﺖ ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت ﺧﻮد را اﻓﺰاﻳﺶ دﻫﻨﺪ و ﻋﻤﻠﻜﺮد ﺑﻬﺘﺮي داﺷﺘﻪ ﺑﺎﺷﻨﺪ. ﻫﺪف از ﺗﺤﻘﻴﻖ ﺣﺎﺿﺮ ﺗﻌﻴﻴﻦ ارﺗﺒﺎط ﺑﺎزارﻳﺎﺑﻲ داﺧﻠﻲ ﺑﺮ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت اراﺋﻪ ﺷﺪه در اداره ﻛﻞ ورزش و ﺟﻮاﻧﺎن اﺳﺘﺎن ﮔﻠﺴﺘﺎن ﺑﻮد. ﺗﺤﻘﻴﻖ ﺣﺎﺿﺮ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﻲ و از ﻧﻈﺮ ﻫﺪف، ﻛﺎرﺑﺮدي ﺑﻮد ﻛﻪ ﺑﺎ روﻳﻜﺮدي ﻛﻤﻲ اﻧﺠﺎم ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﻴﻖ ﻛﻠﻴﻪ ﻛﺎرﻛﻨﺎن اداره ﻛﻞ ورزش و ﺟﻮاﻧﺎن اﺳﺘﺎن ﺑﻮدﻧﺪ (110 ﻧﻔﺮ). از آﻧﺠﺎﻳﻲ ﻛﻪ ﺗﻌﺪاد ﻛﺎرﻛﻨﺎن اﻳﻦ اداره ﻣﺤﺪود ﻣﻲ ﺑﺎﺷﺪ، ﺟﺎﻣﻌﻪ ﺑﺮاﺑﺮ ﻧﻤﻮﻧﻪ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. ﺟﻬﺖ ﮔﺮدآوري اﻃﻼﻋﺎت از دو ﭘﺮﺳﺸﻨﺎﻣﻪ ﺳﺮو ﻛﻮال ﺗﻮﺳﻂ ﭘﺎراﺳﻮراﻣﺎن و ﻫﻤﻜﺎران (1994) و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎزارﻳﺎﺑﻲ داﺧﻠﻲ ﺑﺮﮔﺮﻓﺘﻪ از ﻣﻄﺎﻟﻌﻪ ﻣﻮﻧﻲ و ﻓﻮرﻣﻦ (1995) اﺳﺘﻔﺎده ﺷﺪ. ﺳﻄﺢ ﻣﻌﻨﻲ داري ﺑﺮاي آزﻣﻮن ﻫﺎ (0/05≤p) در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. ﻧﺘﺎﻳﺞ آزﻣﻮن ﻣﺪل ﻣﻔﻬﻮﻣﻲ ﺗﺤﻘﻴﻖ ﻧﺸﺎن داد ﻛﻪ ﺑﺎزارﻳﺎﺑﻲ داﺧﻠﻲ ﺑﺮ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت در اداره ﻛﻞ ورزش و ﺟﻮاﻧﺎن اﺳﺘﺎن ﮔﻠﺴﺘﺎن ﺗﺄﺛﻴﺮ دارد(0/05≤p). ﻣﺪﻳﺮان ﺑﺎﻳﺴﺘﻲ از ﻛﺎرﻛﻨﺎن در ﺗﺪوﻳﻦ ﭼﺸﻢ اﻧﺪاز ﻳﺎري ﺑﮕﻴﺮﻧﺪ و ﭼﺸﻢ اﻧﺪازي را ﺗﺮﺳﻴﻢ ﻛﻨﻨﺪ ﻛﻪ در ﺧﻮر ﺳﺎزﻣﺎن و ﻣﻮرد ﺗﻮاﻓﻖ اﻛﺜﺮﻳﺖ ﺑﺎﺷﺪ. ﻫﻤﭽﻨﻴﻦ ﺑﺎ ﺗﻮﺳﻌﻪ آﻣﻮزش و ﻣﻬﺎرت ﻛﺎرﻛﻨﺎن و ﺳﻴﺴﺘﻢ ﭘﺎداش دﻫﻲ ﻣﺒﺘﻨﻲ ﺑﺮ ﺷﺎﻳﺴﺘﮕﻲ، ﻛﺎرﻛﻨﺎن را در ﺟﻬﺖ ﺑﻬﺒﻮد ﻋﻤﻠﻜﺮدﺷﺎن ﺣﻤﺎﻳﺖ ﻧﻤﺎﻳﺪ.

Background and Purpose: The concept of Internal Marketing (IM) is a relatively new approach that has been investigated by researchers and adopted by companies in order to enhance the quality of their products and services and to achieve a better performance. The aim of this study was the relationship between internal marketing and service quality in sport and youth organization in Golestan province. Methodology: This study was correlational and was applied quantitative approaches. The population of the study were all experts of the sport and youth organization in Golestan province (n=110). Since the number of staff is limited, the sample was considered equal. Two questionnaires include Servqual (Parasuraman et al , 1985) and internal marketing ( Mooney and Forman,1995) was used. Results: The significance level for all tests were considered p≤0.05. Test results showed that the concept of internal marketing has positive relationship with the quality of service in sport and youth organization in Golestan province p≤0.05. Managers should help employees develop their vision and laid out a vision that is worthy of organization and consensus. As well as development of training and staff skills and competency-based reward system, personnel support to improve performance