THE INFLUENCE OF INTERNAL MARKETING ACTIVITIES AT HOTEL TO EMOTIONAL COMMITMENT ATTITUDES OF THE STAFF

Abstract

Author(s): L羹tfi ATAY, Yasin SOYLU, H. Mehmet YILDIRIM

The loyalty of the employee of the accommodation business to their businessis is of the extremely importance when it is thought that the employees communicate directly with the customer. It is assumed that internal marketing practices that emphasize employee satisfaction are effective on affective commitment which is one of the sub-dimensions of organizational commitment. In this study, the effects between internal marketing mix components on internal product, internal price, internal commitment, internal distribution with affective commitment were investigated. To this end, 350 questionnaires were distributed to 3, 4 and 5 star hotels in Çanakkale. 184 valid surveys were taken into consideration. T test and t-test variance analysis tests were applied to the hypotheses formed. The results of the research, significant positive effects of internal marketing mix elements on affective commitment were found

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