Effects of ınternal marketıng on servıce qualıty ın accommodatıon busıness : a research for the fıve stars hotels ın Izmir

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.