Effect of Internal Marketing on Hotels: Empirical Evidence for Internal Customers

Abstract

Internal marketing is a concept where firms apply marketing tools to attract and retain the best employees that will later affect business performance in monetary and nonmonetary terms. This article deals with the effect of internal marketing in hotels on their performance, based upon data obtained from India. Researchers identified the constructs of internal marketing: interfunctional coordination and integration, job satisfaction, job security, empowerment, employee motivation, vision of the organization, quality of service, employee development, strategic reward, and senior leadership. Researchers analyzed the effects of these processes on interactive marketing and thereby business performance. This study seeks to help organizations design their own internal marketing plan by outlining the important elements necessary to improve the business performance of hotels.