The Relationship Between Internal Marketing and Quality Service Delivery in the Hospitality Industry

Abstract

Quality service delivery forms the basis of customer satisfaction and loyalty, key aspects for the long-term sustainability of the businesses within the hospitality industry. This has made internal marketing one of the most important strategic methods to treat employees as internal customers. This study sought to establish the relationship between internal marketing strategies and quality service delivery; internal marketing tools and quality service delivery; managerial commitment and quality service delivery. The study was conducted through survey and explanatory research designs. The target population for the study included employees and managers from five selected star-rated hotels. Purposive sampling was used to sample five hotels for the study. Stratified random sampling technique was used to primarily ensure that the target population was adequately represented in the sample while simple random sampling was used to select the respondents in the study. A sample of 116 employees was used. Data was analyzed using descriptive and inferential statistics. Correlations and multiple linear regression tests were adapted to appreciate the analysis of data through the statistical package for social sciences. Data from the interview schedules was analysed using content analysis. The data revealed that internal marketing is affected by factors related to: internal marketing strategies, internal marketing tools and managerial commitment in service organizations. The results showed that managerial commitment towards internal marketing had the highest significance on quality service delivery at β =0.729, (p<0.001) followed by internal marketing tools at β=0. 639, (p<0.001) and the least significant factor being internal marketing strategies at β=0. 601, (p<0.001). It was concluded that internal marketing would significantly be achieved when; managerial commitment, internal marketing tools and internal marketing strategies were enhanced. It is therefore very essential for service organizations to make keen considerations on ensuring loyalty at work, a sense of belongingness, employee recognition, regular employee appraisals, and giving managerial support to employees at work for quality service delivery to be effective. The researcher recommends that organizations should conduct an annual job satisfaction survey, incorporate work force in decision making, ensure a conducive working environment for employees, have an appraisal policy and procedure which should be continuous in the organization, reward systems be put in place for staff who perform satisfactorily in the organizations, and empower employees to ensure quality service delivery.