The relationship of organizational agility and internal marketing perception in sports enterprises

The aim of this study is to evaluate the relationship between organizational agility and internal marketing perception among individuals working as managers, coaches-trainers, office personnel, technical and support staff in sports service enterprises. Another aim is to examine the differences in organizational agility and internal marketing perception based on selected variables such as gender, marital status, income level, professional experience, sports background, educational level, and position within the organization. Accordingly, the research adopts a quantitative research design utilizing the correlational survey method and causal comparative method. The population of the study consists of individuals working in private sports service enterprises, while the sample consists of 450 voluntary participants determined through convenience sampling. The participants were administered a personal information form, an internal marketing scale, and an organizational agility scale. The data obtained were recorded in SPSS 25 software. In the research, distribution analysis, descriptive analysis, and parametric hypothesis tests including Independent Samples T-Test and One-way ANOVA analysis were conducted. As a result, it has been determined that gender is not a determining variable in the level of internal marketing and organizational agility. It is seen that the age variable affects the level of internal marketing and the task variable plays a role in the internal marketing efficiency dimension, and the productivity perception of the managers is better. It has been determined that there is a difference in the organizational agility general score and competence dimension according to the task variable. It was determined that there was no relationship between organizational agility sub-dimensions and perception sub-dimensions towards internal marketing. Keywords: Sports, business, internal marketing, agility