Impact of Internal Market Orientation on Hotel Employees Satisfaction
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Date
2016-06
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Addis Ababa University
Abstract
Internal market orientation of companies is vital nowadays for success. Internal market
orientation is all about the coordinated activity of companies towards addressing the
needs of their employees and satisfying those needs. Employee satisfaction brings success
for service provider organizations such as hotels. The purpose of this study is to examine
the impact of internal market orientation of four star hotels on the satisfaction of their
employees using quantitative approach. In this study: training provision, staff facility
provision and internal market orientation are the independent variables and employee
satisfaction is the dependent variable. These variables are originated using a 29-items
questionnaire. Out of the 350 distributed questionnaires, a total of 201 usable responses
were collected from employees of 10 four star hotels in Addis Ababa. Data collection has
taken a period of one month using self administered questionnaires. Correlation and
multiple regression analyses were used to examine the correlation between independent
variables and the dependent variable. The result indicated that there is relationship
between the variables. The finding also showed that internal market orientation of hotels
impacts employee satisfaction significantly. The research achieved its goal by showing
those relationships. As a result, the finding is believed to benefit hotels by helping them
understand how their activities are perceived by their employees. As hotels are passing
through, continuous assessment and evaluation process by the ministry of culture and
tourism of Ethiopia from time to time, the result of this study gives them hints on the
areas to focus when performing internal marketing activity. Last but not least, the result
of this study revealed that training provision and staff facilities provision are given due
attention by four star hotels as opposed to the generalization report of the assessing body
from the ministry of culture and tourism made for all hotels. As this study is focused only
on four star hotels, the researcher does not believe that the result of this research can
fully contradict with the conclusive report of the ministry. Thus, the researcher
recommends that further elaborate empirical researches need to be performed using this
research as a base to contribute to the industry
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Keywords
Internal Market Orientation, Hotel Employees, Training