Konaklama İşletmesi Çalışanlarının Prososyal Örgütsel Davranışlarının Yönetsel, Ekonomik, Kültürel, Sosyal ve Çevresel Sürdürülebilirlikleri Üzerine Etkisinde Marka İmajı ve Güveninin Aracılık Rolü
DOI:
https://doi.org/10.63556/ankad.v10i3.335Anahtar Kelimeler:
Profesyonel Örgütsel Davranışlar- Marka İmajı- Marka Güveni- Örgütsel Sürdürülebilirlik- Konaklama İşletmeleriÖz
Bu çalışma, konaklama işletmelerinde çalışanların prososyal örgütsel davranışlarının yönetsel, ekonomik, kültürel, sosyal ve çevresel sürdürülebilirlik algıları üzerindeki etkisini incelemeyi ve bu ilişkide marka imajı ile marka güveninin aracılık rolünü araştırmayı amaçlamaktadır. Günümüzde örgütsel sürdürülebilirlik kavramı, yalnızca çevresel faktörlerle değil; çalışan davranışları, marka algıları ve kurumsal güven ile de ilişkilendirilmekte ve çok boyutlu bir yapıda ele alınmaktadır. Bu doğrultuda araştırmada, çalışanların gönüllü ve iş birliğine dayalı tutumlarının sürdürülebilirliğe katkısı ve bu süreçte marka imajı ile marka güveninin yönlendirici etkisi analiz edilmiştir. Araştırma, nicel araştırma yöntemleri çerçevesinde, ilişkisel tarama modeli ile gerçekleştirilmiştir. 29.11.2024 tarihli ve 20 numaralı karar doğrultusunda İstanbul Gelişim Üniversitesi Etik Kurulu’ndan gerekli izinler alınmıştır. Veriler, Ankara ilinde faaliyet gösteren konaklama işletmelerinde görev yapan 404 çalışan ile yürütülen anket çalışması aracılığıyla toplanmıştır. Kolayda örnekleme yöntemiyle elde edilen veriler SPSS 24.0 programında analiz edilmiştir. Betimleyici istatistiklerin yanı sıra t-testi, ANOVA, korelasyon, çoklu regresyon ve aracılık analizleri gerçekleştirilmiştir. Analiz bulgularına göre, prososyal örgütsel davranışların örgütsel sürdürülebilirlik üzerinde doğrudan anlamlı etkisi bulunmaktadır. Ayrıca marka imajı ve marka güveni, sürdürülebilirlik algısını pozitif yönde etkilemekte; bu iki değişken, prososyal davranışların sürdürülebilirliğe etkisinde kısmi aracılık rolü üstlenmektedir. Demografik değişkenlere göre ise bazı değişkenlerde anlamlı farklar gözlenmiştir. Bu sonuçlar, çalışan davranışlarının marka temelli algılar ve sürdürülebilirlik stratejileri ile bütüncül bir şekilde değerlendirilmesi gerektiğine işaret etmektedir.
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