Exploring the impact of marketing culture on job satisfaction. Evidence from the Turkish banking sector
| Date | 08 May 2017 |
| Pages | 151-162 |
| Published date | 08 May 2017 |
| DOI | https://doi.org/10.1108/WJEMSD-01-2017-0001 |
| Author | Seda Yildirim,Ali Acaray,Kenan Aydin |
| Subject Matter | Strategy,Business ethics,Sustainability |
Exploring the impact of
marketing culture on
job satisfaction
Evidence from the Turkish banking sector
Seda Yildirim
Namik Kemal University, Tekirdag, Turkey
Ali Acaray
Department of Banking and Finance, Recep Tayyip Erdogan University,
Rize, Turkey, and
Kenan Aydin
Faculty of Economics and Administrative Sciences, Yildiz Technical University,
Istanbul, Turkey
Abstract
Purpose –The literature has shown that organizational culture influences job satisfaction in various
industries such as tourism, banking and retail. As a result, investigating the impact of culture and
organizational structure is a topic of growing interest. In this context, the purpose of this paper is to examine
whether marketing culture has a positive effect on job satisfaction in banking firms.
Design/methodology/approach –This study employed a survey methodology. Surveys were conducted in
Istanbul, Turkey, with service industry employees of private banks and insurance companies. To measure the
marketing culture, Webster’s (1990) marketing culture model with 34 items was adopted. Six basic
dimensions of “service quality, interpersonal relationships, selling task, organization, internal communication
and innovativeness”were measured using the survey instrument. Job satisfaction was measured using the
20-item Minnesota Satisfaction Questionnaire on the following two dimensions: intrinsic satisfaction and
extrinsic satisfaction. The data were analyzed with SmartPLS 2.0 and SPSS 21 programs.
Findings –It was found that marketing culture had a significant and positive effect on job satisfaction.
In particular, the marketing culture factors had a greater effect on extrinsic satisfaction in banking firms. In this
regard, service quality, organization, selling task and innovativeness had a positive effect on extrinsic satisfaction.
Originality/value –This study supports the argument that the concept of marketing culture is different
from the market-oriented culture type. In addition, this study shows that marketing culture has a positive
effect on job satisfaction in banking firms.
Keywords Job satisfaction, Organizational culture, Banking sector, Marketing culture
Paper type Research paper
1. Introduction
For the service industry, employees are one of the most important components of the
marketing mix, and service quality is mostly evaluated via the attitudes of employees in the
organization (Parasuraman et al., 1985; Zeithaml et al., 1996; Aydın and Yıldırım, 2012).
Accordingly, employee satisfaction is an important factor of service quality and consumer
satisfaction for organizational sustainability in the long term (Chuang et al., 2015).
The literature has shown that organizational culture can influence organizational outputs
such as performance, success, commitment, satisfaction and effectiveness (Schein, 1996;
Brown, 1992; Sempane et al., 2002; McKinnon et al., 2003; Lund, 2003; Chang and Lee, 2007;
Yiing and Zaman Bin Ahmad, 2009; Gull and Azam, 2012; Belias and Koustelios, 2014;
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 13 No. 2, 2017
pp. 151-162
© Emerald PublishingLimited
2042-5961
DOI10.1108/WJEMSD-01-2017-0001
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2042-5961.htm
This study was presented at the 2nd Annual International Conference on Social Sciences (AICSS2016)
in Istanbul, Turkey.
151
Impact of
marketing
culture
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