The Effect of Internal Marketing on Customer Orientation of Employees: the case of Selected Star Hotels in Addis Ababa
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Date
2018-06-12
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Addis Ababa University
Abstract
In the organization of services like hotel as the factors that can be important to improving quality of
services, one is internal marketing. An Internal marketing activities in the development of an important
organization is creating customer oriented employees. The main aim of internal marketing is having the
knowledge of the internal and external customers and removing the obstacles in the way to value and
quality of services. The purpose of this research is to investigate the effect of internal marketing on
employee’s customer orientation in star hotels which are found in Addis Ababa. The study is conducted
with the objective of answering four basic questions i.e. to investigate the effect of motivation,
empowerment, communication and training & development on customer orientation. In this research the
researcher follows a deductive approach. This research is a descriptive and explanatory type of research.
A quantitative method was used, whereby questionnaire was distributed to the employees of star hotels
that are selected for the study. The effect of internal marketing on customer orientation was analyzed
using bivariate correlation and standard multiple regression. This study used IBM SPSS software to
conduct a bivariate correlation and standard multiple regression procedures to answer the basic
research questions. The result indicates that all selected dimensions of internal marketing have
positive and significant relation with customer orientation. Therefore, the hotels are recommended to
consider implementing internal marketing principles to increase customer orientation of employees
as it is one of the competitive advantages of an organization to remain competitive in such dynamic,
ambiguous and turbulent business environment.
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Keywords
quality, internal marketing