No abstract

In this study, it is aimed to investigate the ability of yacht brokers operating in yacht business concerning the levels of social capital formation and the effectiveness of relationship marketing practices and the interaction effects of these two concepts on sales performance in general. For this purpose, from resource based view, the effects of social capital and relational marketing methods on the sales performance of yacht enterprises, which will provide competitive advantage to businesses, reduce their costs, increase profit rates, develop new customers or develop long lasting and stronger relationships with existing customers, has been investigated in this exploratory research. In this article, firstly the concepts of social capital and relational marketing and its components have been explained through literature review. Semi-structured interviews were conducted via 14-person yacht brokers by using the developed data collection tool. Findings from the data analyzed by the Nvivo7 program show that yacht brokers provide positive benefits from strong and active social networks, due to the knowledge and trust they have gained as a marketing specialist. Furthermore, it can be said that maintaining confidence in the framework of trust and establishing long-term strong relationships positively affect the performance of yacht brokers.

Organizations realize that one of their most crucial assets is the employee. This research evaluates internal marketing actions from the employers' perspective, focusing on effects of internal marketing actions on employers perceptions of the firm. The aim of this study is to state and analyze a proposed model concerned with internal marketing (IM), organizational cynicism (OCY), organizational commitment (OC), job satisfaction (JS), and intention to leave (ITL) amongst Turkish hospital employees. Research data is obtained from those 415 employees working in private hospitals in Mugla, Turkey. The data was analyzed through the SPSS 15.0 and LISREL 8.51 statistical packages and proposed relations are analyzed through Structural Equation Modelling (SEM). The findings supported hypotheses, demonstrating that while IM has positive effects on OC and JS, it has a negative impact on OCY. Moreover, as ITL is affected negatively by OC, it is positively influenced by OCY but no relationship to JS.

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