Implementation of internal marketing on a sample of Egyptian five-star hotels

Abstract

Internal marketing has been discussed in management and academic literature. Yet, it remains poorly operationalized. This article tends to develop a clear understanding of the concept based on the academic literature, develop an instrument to measure it, and finally assess the empirical evidence of its impact on performance. The current conceptualization of internal marketing is explored in a survey among frontline employees of five-star hotels in Egypt. The classic four dimensions of the internal marketing concept will be examined and assessed. In the final analysis, hospitality managers could benefit from the findings of the study by adapting and implementing internal marketing strategies that engage and retain effective, devoted, and satisfied employees. Moreover, the greater the allocation of resources towards internal marketing implementation, the higher will be the probability of the organization's success.