Internal entrepreneurship in sport organizations and internal marketing perception in developing customer-oriented behavior and mediating role of the perceived organizational support

The aim of the thesis is to examine internal marketing and customer perception of intrapreneurship directional behavior of the active participants in the development of sports facilities and programs of the organization submits employees and the effect of the mediating role of perceived organizational support. The universe of the research is effectuated by the Istanbul Metropolitan Municipality, Youth and Sports Directorate and Istanbul Sports Events and Management Trade Inc. (Sports Istanbul) employees while the sample is formed by volunteer participants identified by simple random sampling method (n = 583). Descriptive form, internal entrepreneurship behavior, customer oriented behavior, internal marketing perception and perceived organizational support scales were applied to the participants. The data obtained from the scales were recorded in SPSS 25.0 package program and analyzes were implemented on this program. In the statistical process, Mann Whitney U, Kruskal Wallis-H, Spearman Correlation and Regression analyzes were used. According to the data obtained from the findings, it is realized that the general level of employees' perception of internal entrepreneurship, customer oriented behavior, internal marketing perception and organizational support is decent. When the demographic characteristics of the employees and the sub-dimensions of internal entrepreneurship behavior are compared; a statistically significant difference was observed in the sub-dimensions of gender and innovation and general internal entrepreneurship tendency, age and innovation, education level and innovativeness, competence to take risks, take responsibility and ability to use initiative, foresight, professional experience and general tendency of internal entrepreneurship, status and risk taking / undertaking, income level and risk taking / undertaking. When the demographic characteristics of the employees and customer-oriented behavior and sub-dimensions are compared; there is a significant difference in dimensions of gender and professional experience variables and personal relationship development, education level and customer oriented general score, understanding customer needs, correct service and service readiness. There is also a significant difference in the dimensions of status and offering special attention to the customer and developing personal relationship, income rate and understanding customer needs and service readiness. However, there is no significant difference between age and customer-oriented behavior and sub-dimensions. There is also a significant difference in sub-dimensions of internal marketing perception and education level with all its sub-dimensions, professional experience, status and income level variables as it is recorded in gender and internal marketing overall score, communication and information sharing, concrete benefits, abstract and social benefits. Additionally, significant differences were determined in the sub-dimensions of age and internal marketing perception overall score, executive attention to individual needs, abstract and social benefits There is a significant difference between the variables of organizational support perception and age, education level, professional experience, status and income level. However, the difference between gender and perceived organizational support is not statistically significant. It was realized that there is a weak and moderately positive relationship between internal entrepreneurship behavior and its sub-dimensions. Also, it was identified that internal marketing perception is the predictor of internal entrepreneurship behavior. It was determined that a weak and moderately positive relationship between ınternal marketing perception sub-dimensions and customer oriented behavior sub-dimensions. Also, it was identified that internal marketing perception positively affects customer oriented behavior. It was detected that a weak and moderately positive relationship between perceived organizational support level and internal entrepreneurship behavior and its sub-dimensions. Also, it was realized that perceived organizational support predicted internal entrepreneurship behavior. It was observed that a weak and moderately positive relationship between perceived organizational support level and customer-oriented behavior and its sub-dimensions, and perceived organizational support had a positive effect on customer oriented behavior.