Determining the Burnout Levels of Busıness Marketing Managers A Research in Niğde and its Region

Abstract

Purpose – The research has been prepared in order to reveal the point of view and field of thought towards the trend of storage and business behavior (sales, marketing) in the field of business marketing. Design/methodology/approach- The research was conducted with the survey model, which aims to describe the burnout levels of employees, which is a situation that has existed in the past or present, as it exists. In the research, Bakker et al. The Maslach Burnout Inventory-Student Form (VTE-Student Form), which was adapted into Turkish by Capri (2006) as the result, and which was adapted into Turkish by Çapri, Gündüz and Gökçakan (2011), was used. As a result of the Maslach Burnout Scale and the information obtained from the literature, the previous survey formula was the ratio obtained from the surveys conducted between 01-31 October 2021, the sample case of Niğde and its region, a total of 353 businesses in small-medium expansion and a total of 353 sales-marketing increases. SPSS 27.0 package software was analyzed. The scanning method was preferred in the realization of the structure that did not establish a hypothesis or model, and some aggregate statistics and t-test for independent groups, one-way analysis of variance (ANOVA) and between which groups the difference was determined were used to determine the perspective and intensity of thought of the marketing-sales system in the evaluation of roots. LSD post hoc measurements were used for multiple comparisons. Findings – In line with the data and findings obtained as a result of the research, it can be said that business marketing and sales managers generally have low burnout levels. It has been determined that the burnout levels of the marketing and sales managers of small-medium sized enterprises in Niğde and its region are high in terms of lack of personal achievement (competence) sub-dimensions, and low in terms of emotional exhaustion and depersonalization sub-dimensions. Discussion – Research findings show that the burnout levels of employees differ according to gender, age, experience, education and income groups. In addition, it is thought that business marketing and sales managers can contribute to the literature due to the limited number of studies on the burnout levels and thinking levels.