Effects of ınternal marketıng on servıce qualıty ın accommodatıon busıness : a research for the fıve stars hotels ın Izmir
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The concept of internal marketing is discussed in the literature more than ten years. Despite the rapid increase in publications related to the subject, many companies are benefiting from this concept in practice. Many businesses still do not know exactly what the concept is and how to apply it. The most basic reason for this is that the research on the concept is rather limited and inadequate. This makes practical research more essensial among with descriptive research for the concept. This study examines the effect of internal marketing practices on the quality of service hotels. The purpose of the study is to test the effect of the internal marketing components on the service quality of the 5-stars hotels in Izmır. To investigate the relationship between internal marketing and service quality, a two-stage research was designed and implemented on the premises. In the first stage, an exploratory research was carried out in order to better understand the basic concepts of concept and understanding. In the second phase, internal marketing scale developed by BEDMAN NARTEH and RAPHAEL ODOOM, ' Does Internal Marketing Employee Loyalty? Evidence From the Ghanaian Banking Industry '' and servperf scale of "Customer repurchase intention: A general structural equation model" developed by Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J. A., (2003) were used. In addition, hypotheses have been tested with frequency analysis and multivariable regression analysis methods. The data were collected by face-to-face interview method using the questionnaire form. Experimentall research results show that there is a meaningful and similar relationship between internal marketing components and service quality and the internal marketing practices of 5-star hotels in Izmir provide meaningful contribution to service quality.