The effect of internal marketing on employee job satisfaction: evidence from a Jordanian tourism and hospitality setting

Abstract

The main aim of this study is to achieve an in-depth understanding of the mechanism by which internal marketing affects job satisfaction. A theoretical framework was developed basing on related marketing literature. The study model was intended to determine the influence of internal marketing dimensions (IMD) in tourism and hospitality industry, particularly in the Dead Sea Region in Jordan. 378 valid questionnaires were retrieved from respondents representing different departments in targeted hotels and resorts. SPSS statistical package and its related module Amos were used to test the relationship between the independent variables of (IMD) and dependent variables related to employees' satisfaction (ES). The findings of the study have indicated the existence of significant positive correlations between three main dimensions of internal marketing (service culture, human resources management, and marketing information) on employees' job satisfaction. However, results have shown a less motivation effect on employee's satisfaction (ES).