The mediating role of the job competencies map in determining the relationship between internal marketing and creative behavior of employees: Applying to some five-star hotels

Abstract

This study aims to determine the role of job competencies as a mediating variable in improving the relationship between internal marketing practices as an independent variable and the creative behavior of workers as a dependent variable of the study. The research was applied to a random sample of managers and supervisors in the following departments (human resources; training; public relations; front offices; food and beverages; sales). In five-star hotels and resorts in Cairo and Sharm el-Sheikh. A questionnaire form was used to collect the research data. Data were analyzed using the statistical program Smart (PLS3) version (V.3.2.7). The study reached some results, the most important of which is the positive impact of hotels' pursuit of the internal marketing strategy, as the success of applying internal marketing mechanisms in improving job competencies will have a great and strong influence on developing the creative behavior of hotel workers. The study recommends that hotel administrations should implement internal marketing programs that are concerned with identifying the job competencies required in the human resources and working to develop them continuously while motivating employees to present creative ideas and creative performance at work.